4. What are headlines so important?
• The headline is the universal representation
of your story – it travels everywhere.
• The headline will be copied and pasted, e-
mailed, tweeted, shared on Facebook and
read aloud.
• If the headline’s good, your story has the
potential to get in front of a lot of people.
• If it’s bad, not so much.
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8. Think of your headline first
• Whenever possible, come up with your headline
before you create your web content.
• Creating a strong, authoritative headline up front
can improve reporting and writing.
• If you come up with a great headline first, you
will create an great web story.
• When you go to news meetings, talk about the
stories you’re working on in terms of what the
web headline will be.
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9. Make it promise something
• What’s the content you’re delivering to the
audience?
• If you promise people the most interesting
thing you have, they should be compelled to
read it.
• Be specific. Don’t be vague.
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14. Make it promise something
Blog:
The Atlantic:
Source: faithistorment.com
14
15. Make it promise something
Blogger:
The Atlantic:
Source: faithistorment.com
15
16. Give it the explainer test
“When remotely possible turn news
into explanation.” --Nick Denton
• Rather than simply phrasing your headline as
“This happened…” consider:
“How this happened…”
“What this means for…”
“Everything you need to know about…”
“Why this happened…”
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17. Give it the explainer test
How a $190M Project Will Bring
Thousands of Jobs to Kansas City
17
18. Make it digestible
• Don’t try to be clever! Avoid puns!
• The headline should focus on one thing (the
most important and interesting thing) and
nothing more.
• It should be easy to understand at a glance.
Avoid
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19. Make it digestible
• Don’t try to be clever! Avoid puns!
• The headline should focus on one thing (the
most important and interesting thing) and
nothing more.
• It should be easy to understand at a glance.
Avoid
19
20. Talk to the audience
• Don’t be afraid to talk directly to the web
audience, using “you” in a headline.
• You’re writing for people so a headline that
looks familiar to their own language will be
more appealing.
20
21. Talk to the audience
• Don’t be afraid to talk directly to the web
audience, using “you” in a headline.
• You’re writing for people so a headline that
looks familiar to their own language will be
more appealing.
21
22. Talk to the audience
• Don’t be afraid to talk directly to the web
audience, using “you” in a headline.
• You’re writing for people so a headline that
looks familiar to their own language will be
more appealing.
22
23. Open up a blank document
• This document will serve as your area to
brainstorm around your headline.
23
24. Making a headline
• Identify this: The most interesting element
of the story.
• Your headline will eventually come from that
answer.
• Remember: If you promise people the most
interesting thing you have, they should be
compelled to read it.
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25. Write, write, write, write, write
• Write 10-25 different headlines.
• Your first, second, third, fourth or fifth …
might not be the best.
• Challenge yourself to come up with the
best.
• Say your headlines out loud.
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26. Collaborate, collaborate,
collaborate
• Work with someone else on every headline
you write.
• Try to build it into your workflow for posting
to the web.
• Create an online environment where staff
can share ideas.
• Don’t be afraid to change your headline
after it’s published.
26
27. Ask yourself some questions
• If you saw this headline on Facebook and
Twitter, would you feel compelled to click and
share it?
• Does your headline promise something
specific, important and interesting?
• Is your headline easily digestible?
• Does your headline speak directly to the digital
user?
• Is your headline accurate? 27
