![\"\"](\"https:\/\/www.marketingforsuccess.com\/blog\/wp-content\/uploads\/2011\/02\/Copywriting1.jpg\" "\\"Copywriting\\"")
Besides being a valuable publicity tool, learning to write terrific headlines will force you to:<\/p>\nLearning to write great headlines means more views, more hits, and better search engine results.<\/p>\n
If you practice this key copywriting skill you’ll soon be producing top-notch, attention-grabbing headlines.<\/p>\n
Besides being a valuable publicity tool, learning to write terrific headlines will force you to:<\/p>\n
– Sharpen your focus<\/p>\n
– Clarify your objectives<\/p>\n
– Deliver messages with the greatest clarity and impact<\/p>\n
– Before you write a headline, answer these questions:<\/p>\n
– What is the story about?<\/p>\n
– Why are you telling it?<\/p>\n
– Who are you communicating to?<\/p>\n
– How do you want them to react?<\/p>\n
– Characteristics of Great Headlines<\/p>\n
All great headlines have three essential characteristics: clarity, conciseness, and cleverness.<\/p>\n
Clarity. If your headline doesn\u2019t clearly describe what your story is about, it won\u2019t attract its target readers, which means your copywriting failed. Readers must be able to get the message on the first pass\u2014it has to jump right out and grab them. Few readers will spend time figuring out unclear headlines; they\u2019ll turn their attention to other items. When readers read headlines they want clear information, not puzzles.<\/p>\n
Conciseness. This is essential because most people won\u2019t even read long headlines. As it is, most readers simply scan pages for key words that alert them to matters that interest them. When a headline grabs them, they think about it or read further. If a headline is long, most people won\u2019t read it all; they will move to another item. Long headlines are counterproductive because readers might as well read the opening sentence or paragraph, which most won\u2019t.<\/p>\n
To write concise headlines:<\/p>\n
1.\tSummarize your material in one sentence. This sentence can be as long as you wish.<\/p>\n
2.\tScrutinize each word in the sentence.<\/p>\n
3.\tUnderline each word that\u2019s essential in getting the message across.<\/p>\n
4.\tCircle each word that isn\u2019t essential in getting the message across.<\/p>\n
5.\tRewrite the sentence without the circled words.<\/p>\n
6.\tExamine each remaining word to determine if it can be improved.<\/p>\n
7.\tPut the headline aside at least overnight and then reexamine it with fresh eyes.<\/p>\n
Cleverness. Clever, witty headlines attract attention. But, watch out! Drafting clever, catchy headlines can divert writers from the main objective of the story. They can be seduced by their wit and forget the headline\u2019s purpose. In their desire to create amusing headlines, writers can fail to clearly convey their message. They also may fall victim to the sins of being too cute and cloying. Never sacrifice clarity in order to be clever.<\/p>\n
Cleverness can be elusive. Often, writers draw blanks and can\u2019t come up with clever headlines. When that occurs, and it will, simply compose clear and concise headlines. Make your point and move on!<\/p>\n
With narrow-column newspapers, newsletters, and such, keep headlines to two or three lines.<\/p>\n
Headlines are intended to attract attention, so bending the rules of grammar, style, or even spelling may help\u2014and is generally acceptable. Not having to always comply with the rules of grammar makes writing headlines a little less confining. It also helps in creating clever headlines. Often, an incorrect usage is just the thing that will catch a readers\u2019 eyes and interest them in the article.<\/p>\n
A great way to try your hand at writing headlines is by asking friends or family members to cut headlines from a newspaper and place them in an envelope. Have them seal the envelope and give the newspaper and sealed envelope to you. Read the headlineless stories and write your own headlines.<\/p>\n
Compare the headlines you composed with those that originally ran with the stories. Decide which you prefer; note the reasons why and the particular techniques that appeal to you. Continue this exercise for at least five days until you feel adept at writing headlines.<\/p>\n
When it comes to writing headlines, writers take different approaches. Although the following suggestions are time tested and seem to work for most, don\u2019t be afraid to strike out on your own and experiment with different methods. However, if you\u2019re just getting started, it may be advisable to first follow these suggestions and then branch off:<\/p>\n