buttrflyI joined this Slideshare thing just in order to thank you. Your presentation completely unblocked me and got me writing again! Thanks so much.2 years ago
miie9235I had been searching for someone to prove this point about headlines for a little while, actually I have been searching since last Sunday, as, as you know, a lot of posts or should I say all posts except the ones on: Spice Girls - Headlines (Friendship Never Ends), are promoting the opposite position, so I'm glad I found this.3 years ago
How To Write Awesome HeadlinesPresentation Transcript
Tom Whitwell Assistant Editor, Online The Times + MusicThing.co.uk for your music gear geek needs How to write awesome headlines. (So people read your stuff)
The first ever headline in The Times (January 1 st , 1785)
They were rubbish at selling stories
Headlines smaller than body copy. Sure about that?
Really big stories got proper headlines
Rubbish at SEO: No mention of Jack the Ripper
1929: Real headlines
1945: Front page is only small ads…
… even when there’s a really big story
1966: Far out! Headlines on the front
1967: Headlines get ‘clever’. The decline into decadence begins.
1983: Weak puns ahoy!
Magazine headlines: What? What does that even mean? Oh. OK.
2000: Yes, yes, very clever.
Then, suddenly, the internet.
1. Headlines were separated from stories
2. We found out what was really working
Headlines is serious business.
Newspapers don’t know who’s reading which articles.
On the web, we know.
The difference between a good headline and a weak headline isn’t 5% or 10%, it’s 10x, 20x or more.
Yeah, but, it’s only the headline.
Yeah, but, it’s only the headline.
Yeah, but, it’s only the headline.
It’s not easy. Britney Spears nude having sex on Viagra while playing Runescape will not ‘get loads of clicks’
It’s subtle
It’s working out what the story is, what your reader will respond to, and how to squeeze all the goodness into 68 characters
What makes people click?
Be specific. Why exactly should I read your story, not that other one?
Tell the whole story in the headline
Don’t try to be clever
Don’t try to be funny
Play to your niche. Don’t over simplify or patronise in the headline.
What makes people click?
Quick wins:
Lists = force you to do research and explain your points properly
Quotes = Often the most interesting bit in the story
Numbers = Often the most interesting bit in the story
Names = Most likely who the story is about
What makes people click?
Don’t worry about ‘being boring’.
If your story is boring, no amount of headline jazz will help.
If your story is interesting, tell it in the headline.
Write the headline first. Really. Always.
Great story which you can’t explain in the headline = crap story
What makes people click?
Work at it. Spend 20 minutes on the headline. Do research to get the words right. Don’t publish until you’ve got a killer headline. Remember: 20x more traffic!
If you get stuck, tell someone the story. The way they react will tell you what should be in the headline.
What makes people click?
You’re not actually writing the headline.
You’re finding out what your story is really about.
Iliyana Yotova
Chicago Graphic Design // http://www.integraphix.com/chicago_graphic_design 1 year ago