Any copywriter
worth his salt will tell you that the headline is nearly the
most important part of whatever you're writing. Within reason,
of course. If your headline is bang-on but you follow it with
a bunch of typo-laden drivel, obviously that's not a good
thing. Now, we've all discussed the importance of "building
up to the big story" until the cows come home. Which
is why I feel the need to now touch upon headline semantics.
Are you ready for the play-by-play explaining exactly how
pro copywriting and marketing experts crank out effective
headlines all day long? Here we go.
When it comes to headline construction,
there is no "one size fits all" formula. Rather,
a new set of rules applies for each type of headline you create.
I've encountered many different types of headlines in my 11+
years of writing copy for a living. Where one headline works
perfectly, another fails. Nail down which headline will work
for which type of media, and you're on your way to creating
professional quality headlines with ease!
Following are 5 Standard Headline Styles
for different types of communication. For the sake of continuity,
let's give ourselves a headline task. We will be creating
a variety of marketing materials
for a single company; namely, a ladies' shoe store called
Amazing Feet. (Cut me some slack on the name, okay? This is
a free web article, after all.)
A few facts about this fictitious company:
1. They just launched their new Web site,
AmazingFeet.com.
2. Their signature product is "shoes that look AND feel
great."
3. They're running a 2-for-the-price-of-one sale and need
to inform their customers of this news.
That said, let's run through our headline
crafting process for various types of media, taking note of
the differences between them.
1. The Magazine Article
Headline
If the Shoe Fits: Tips on Finding Footwear
That's Both Comfy and Attractive
Good magazine article headlines typically
include a clever play on words, but if one doesn't come, don't
force it. Better to get to the point simply and intelligently
than turn an awkward phrase that makes you sound like a novice.
Magazine headlines are frequently a short
headline/supporting subhead combo. Where you see the colon
above would actually be a line break on the magazine page.
The first part, "If the Shoe Fits," would be blown
out in a larger font.
This type of headline can be written in
either the second or third person, depending on the context.
If you're reporting a story, stick to third person or omniscient
perspective. If this will be an informative article, then
it's okay to use the words "You and Yours" in the
headline as well as throughout the text, as you're speaking
"to" the reader in this instance.
The headline shown above works for an advice
article. If the article was a human interest feature that
told a story about the entrepreneurs behind this particular
business, this headline might say something like:
Women With Sole: Meet the Masterminds
Behind Today's Fastest Growing Designer Shoe Brand
(assuming of course, that this is the case!).
2. The Magazine Ad (or Print Ad) Headline
Treat Your Feet.
At first glance, this may seem like a rather
lackluster headline. New writers often assume that "longer
is better," and that may be true in the case of web article
headlines at least part of the time, but not ads. In fact
- many award-winning ads contain headlines of as few as one
or two words!
It goes without saying that a magazine ad
headline should be persuasive. How are the above three words
persuasive? You want to be good to your feet, right? The headline
insinuates that "treating your feet" is likely to
happen if you keep reading and find out how.
When brainstorming your ad headline, it
helps to envision the headline as it will appear on the page.
I imagined this one in a stylistically simple, thin but large
font, accompanied by a graphic of a fabulous foot wearing
a dynamite pair of sandals, maybe doing a gleeful kick. Team
up with the designer to discuss concepts. If you can dream
up some clever plays on words that match the photo, by all
means toss the ideas out there.
Because advertisements are persuasive and
subjective in nature, it is always acceptable to speak in
the second person. In fact, it's encouraged. An ad headline
should never be written in the way that a news headline would,
with the bare facts presented (see news headline, below).
3. The News Story Headline
Amazing Feet Launches New Site, Invites
Shoe Shoppers to Try Them On For Size
The above example shows a news headline
delivering basic facts about the story that will follow. This
type of headline can be used in either a newspaper or web
news headline, press release or press announcement.
Because news stories are factual and objective
rather than subjective, their headlines should never "speak
to the reader" using the second-person or "you"
perspective. The news headline gives the first taste of the
"who, what, when, where, how and why" that's to
come in the supporting paragraphs. Therefore, write it in
the third person "outsider" perspective.
News headlines frequently employ the "comma
splice" which is not typically used in other types of
headlines. The comma splice was likely introduced in the news
reporting context because it's a space saver. Publishers and
editors are always trying to fit wordy headlines on a single
line, and the comma splice helps achieve this by omitting
a few words.
4. The Web Site Headline
Shoes to Shine In: Step Out in Comfort
and Style!
Here, I have included the word "shoes"
as an obligatory keyword that may or may not help build rank
on the search engines for this fictitious shoe Web site. If
I wanted to be really diligent about my keyword use, I'd craft
a different headline that opened with the words "Ladies
Shoes" or "Women's Shoes." Those who religiously
employ other search engine tactics; for example, keyword linking
to your site from the outside, and including keywords in your
metatags, page title, alt tags, and a generous sprinkling
of them throughout your web
copy... can actually get away with not having keywords
in the headline at all!
Because this is clearly a Web site that
attempts to sell things, I have written the headline in second
person, emphasizing the "you" and the "what's
in it for you." Notice also that the headline employs
an active verb -- "step" -- that lends an energizing
effect and encourages the reader to take action. Why is this
headline NOT appropriate for a magazine feature story or Web
article? Because it is NOT informative, nor does it tell a
story. Classic sales copy should not be confused with other
styles of writing. It is appropriate for a magazine ad or
sales page, as in a Web site or catalog copy, or basically
anywhere that you plan to feature a product and include a
price point.
5. The Web Article Headline
Painful Shoes Giving You the Blues?
5 Tips for a Better Fit
A proper Web
article is almost always instructional, unless you're
publishing an interview or case study. Therefore, the headline
should inform the reader that there will be tips, "how-to"
instructions, or "reasons why" to follow. Yes, it
is perfectly acceptable to address the reader directly in
your Web article headline, although you don't have to of course.
Some authors opt for the "Four Words
or Less" headline, thinking it will help them stand out
in a sea of competitors, all of whom are crafting long-winded,
hard-hitting headlines. And some religiously include keywords
as the first four words. This is generally good practice if
you're an article
marketer, as most article directories turn your headlines
into live links, which then become keyword anchor text. If
you're writing articles to publish on your own Web site, you
may want to consider building an article archive where you
can include keyword links as headlines, thereby capitalizing
on the increased page rank this brings.
While web articles DO speak directly to
the reader, offering tips, advice, instructions or guidance,
they are NOT meant to be used as a selling vehicle. If your
copy becomes too advertisey or promotional, you may find that
your article is rejected from the article directories.
Shoe-Fer Two-Fer Sale: Buy Now and Get
the Second Pair Free
Promotional headlines are the salesiest
of advertising headlines. Their function: to announce an offer,
create a sense of urgency and compel the reader to take action
(make the purchase). I took a little liberty here using the
phrase "Shoe-Fer" here, as I could see this made-up
term getting the thumbs down from some creative directors.
(Really it depends on who you're working with - advertising
is subjective that way!)
This type of headline offers the least creative
license. Its sole purpose is to communicate the offer, and
nothing more. Most companies prefer that the copywriter
tack on the obligatory "Limited Time Only!", "Last
Chance to Save!" or other overused salesy lead-in. Most
promotions also require standard language that the customer
understands; for example, the well-known "Buy Now, Get
One Free."
If, after all this, there is any room leftover
in the space meant for this headline, by all means get creative!
;)
It takes years of practice before headline
writing gets easy. As a general rule, your headline should
tell "part of the story," with enough buildup to
create a sense of intrigue or urgency that drives the reader
to continue down the page.
To get the full benefit of this tutorial,
why not make a list of the above headline styles, and practice
writing each one for your own business? (If you don't have
a business yet, you can always create one in your mind.)
