GET THE HEADLINE

RIGHT
Cre a ting g o o d content
and especially headlines
is a s p o rt.
”On average, 8 out of 10
people will read headline copy,
but only 2 out of 10 will
read the rest”.
- Brian Clark (2014a)
So, you
need to
capture
the eye
Do you want to be r emember ed and
make the most awesome historic
things?
ear n the cr edit, and the...
RI
GH
T
T hen, headlines of your content is
critical.
Your headline
is the first,
and perhaps
only,
impression
you make,
and without
a compelling
promise,
your words
may as wel...
1. USEFUL
2. URGENCY
3. UNIQUE
4. ULTRA-SPECIFIC

the 4-U's
Brian Clark (2014b, p. 50-51).
”The first thing to keep in mind is that a headline is a promise. It
promises some kind of benefit or reward in exchange f...
Some
templates
14, p. 31-38.
Headline formulas from Dan Rieck, 20

Say it simply.

FREE socks here

State the big benefit.

Get our food ...
2014b, p. 40-48.
Headline templates from Brian Clark,

The lazy [blank’s] way to [blank]
See how easily you can [blank]
Yo...
2014b, p. 25-30.
Headline templates from Brian Clark,

Who else wants [blank]?
The secret of [blank]
The method that helps...
But do
they work?
Statement
1.
”Can the 80-year-old headline structures possibly
work in the modern social media environment?
Truth is, Brian Clark used ...
Statement
2.
But ”Too many people are using the same formulas
over and over, [and] badly. This is likely because
people did not heed th...
If you shar e your content in Twitter, you need to have
an eyecatching headline. People ar e scanning more r uthlessl y
th...
Test with Fast Company (Widrich, 2013).

1st tweet

2nd tweet
Another
tip from
copyblo
gger
Graphic by Dan Zarella, (Widrich, 2013)
ROUND UP
e, 2008.
Headline formulas from Darren Rows

GOOD POINTERS, and good summary
Use keyw ords
Create a debate
Ask a question
...
1. USEFUL
2. URGENCY
3. UNIQUE
4. ULTRA-SPECIFIC

the 4-U's
Brian Clark (2014b, p. 50-51).
R em
em ber?
Cre a ting g o o d content
and especially headlines
is a s p o rt.

It's hard work!
Practice, practice, practice!
But the most useful way to
think I've learned is...
The major selling point. It's
not why something fits in, it's how.
Therefore will ”how” never die,
I think.
References
Clark, Brian (2014a). Magnetic headlines [Blog].
Available: http://bit.ly/1hxAxsi [2014-01-07].
Clark, Brian (2...
[work by]
@rutkerstin
www.lindajoanna.se
Getting the right headline is a sport!
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Getting the right headline is a sport! And really, who's the winner?

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Detta är en deluppgift i kursen Digitala distributionsformer som jag läser vid HV.SE

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Getting the right headline is a sport!

  1. 1. GET THE HEADLINE RIGHT
  2. 2. Cre a ting g o o d content and especially headlines is a s p o rt.
  3. 3. ”On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest”. - Brian Clark (2014a)
  4. 4. So, you need to capture the eye
  5. 5. Do you want to be r emember ed and make the most awesome historic things?
  6. 6. ear n the cr edit, and the...
  7. 7. RI GH T
  8. 8. T hen, headlines of your content is critical.
  9. 9. Your headline is the first, and perhaps only, impression you make, and without a compelling promise, your words may as well not even exist. - Brian Clark, 2014a
  10. 10. 1. USEFUL 2. URGENCY 3. UNIQUE 4. ULTRA-SPECIFIC the 4-U's Brian Clark (2014b, p. 50-51).
  11. 11. ”The first thing to keep in mind is that a headline is a promise. It promises some kind of benefit or reward in exchange for attention”. - Brian Clark (2014b, p. 50).
  12. 12. Some templates
  13. 13. 14, p. 31-38. Headline formulas from Dan Rieck, 20 Say it simply. FREE socks here State the big benefit. Get our food basket when you buy a dozen roses for your loved one Announce exciting news. At Last, the new iphone is out The how-to headline. How to get the best headlines The provocative question Still smoking, despite the New Year's statement? Then read this Stop wasting money on books, get them online here for FREE Bark a command Offer useful information The testimonial headline 10 things you must consider to get the headline right ”I found this headline really useful, maybe it'll work for you too?”
  14. 14. 2014b, p. 40-48. Headline templates from Brian Clark, The lazy [blank’s] way to [blank] See how easily you can [blank] You don’t have to be [something] to be [blank] Do you make these [blank] mistakes? How [blank] made me [blank] Are you [blank]? If you’re [blank], you can [blank]
  15. 15. 2014b, p. 25-30. Headline templates from Brian Clark, Who else wants [blank]? The secret of [blank] The method that helps [blank] to [blank] Get rid of [blank] once and for all A quick way to [blank] [Do something] like [world-class example] Have a / Build a [blank] you can be proud of What everybody ought to know about [blank]
  16. 16. But do they work?
  17. 17. Statement 1.
  18. 18. ”Can the 80-year-old headline structures possibly work in the modern social media environment? Truth is, Brian Clark used one such structure for a post that made an appearance on just about every social media news site, and brought in over 70,000 unique visitors”. The secret is the grammar, and the 4-U's. Brian Clark (2014b, p. 44).
  19. 19. Statement 2.
  20. 20. But ”Too many people are using the same formulas over and over, [and] badly. This is likely because people did not heed the warning about headline templates that you’ll hear from any copywriter, which is to understand why they work before trying to use them”. ”When you understand why the original headlines worked, you’ll be able to select an appropriate structure, and you’ll be a better headline writer in general. If you don’t, you might not only write a bad headline, you might come off looking bad in general”. Brian Clark (2014b, p. 44).
  21. 21. If you shar e your content in Twitter, you need to have an eyecatching headline. People ar e scanning more r uthlessl y than ever befor e.
  22. 22. Test with Fast Company (Widrich, 2013). 1st tweet 2nd tweet
  23. 23. Another tip from copyblo gger Graphic by Dan Zarella, (Widrich, 2013)
  24. 24. ROUND UP
  25. 25. e, 2008. Headline formulas from Darren Rows GOOD POINTERS, and good summary Use keyw ords Create a debate Ask a question Personalize title Big claims and promises Humor titles Use power words, such as free, stunning, discover, secrets, similarly, quick and/or easy What's your purpose, and who is your target?
  26. 26. 1. USEFUL 2. URGENCY 3. UNIQUE 4. ULTRA-SPECIFIC the 4-U's Brian Clark (2014b, p. 50-51).
  27. 27. R em em ber? Cre a ting g o o d content and especially headlines is a s p o rt. It's hard work!
  28. 28. Practice, practice, practice!
  29. 29. But the most useful way to think I've learned is...
  30. 30. The major selling point. It's not why something fits in, it's how. Therefore will ”how” never die, I think.
  31. 31. References Clark, Brian (2014a). Magnetic headlines [Blog]. Available: http://bit.ly/1hxAxsi [2014-01-07]. Clark, Brian (2014b). How to Write Magnetic Headlines. [Elektronisk]. Available: Copyblogger [2014-01-07]. Rieck, Dan (2014). In Clark, Brian (2014b). How to Write Magnetic Headlines. [Elektronisk]. Available: Copyblogger [2014-01-07]. Rowse, Darren (2008). How to craft post titles that draw readers into your blog [Blog]. 20 august. Available: http://bit.ly/1dhjYPr [2014-01-08]. Widrich, Leo (2013). A scientific guide to writing popular and sharable headlines for twitter facebook [Blog]. 22 october. Available: http://bit.ly/1cQie9Z [2014-01-08].
  32. 32. [work by] @rutkerstin www.lindajoanna.se

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