What Do Headlines Do?

Headlines are key elements of news and feature articles. If a freelance writer submits an article in the hope that it will be published, a good headline is the way to catch the eye of the editor or publisher. This also applies to press releases. Dozens of these cross an editor's desk each day. The ones with eye-catching headlines are more likely to be published. Even if you write fiction, choosing the right title for your writing will get you the right attention.

Headlines (or titles) draw attention to the content of your writing, whether it's an article, story or novel. Sometimes you may refer directly to the story; at others you may make a joke that will interest the reader. Be careful of this approach, though, as not everyone will find the same jokes funny.

How Do I Choose A Headline?

Easy. What's the main point of your story? If you haven't got one, then maybe you need a rewrite. If you have, then that's what you base your headline on. What are the key words you would use to describe your writing. If you're writing a blog post, the words you use to tag it may provide a clue.

Try this exercise: imagine you need to send a telegram (remember those? I don't - but I've seen them in films) at $50 a word. What are the essential words that will get your point across? Once you have those, your headline is born.

The key elements of good headlines are clarity and impact. Use short, direct, concrete words. Also, avoid punctuation where possible unless you're making a point.

How Does Headline Writing Really Work?

Headline writing is not an exact science. The best approach is to keep it simple and avoid hype. You don't need to use words like 'shock' and 'horror'. They're so overused that most people don't even notice them. Avoid exaggeration and stick to the essentials. That will keep your writing fresh and interesting.

I don't always get it right. For example, I once did a post on 'Working and Mothering' which was originally called 'WAHM, SAHM, Thank You Ma'am'. I thought my original headline was better, but the humor did not appeal to my readers. My favorite title is 'How I Put My Site On Steroids', which works because it tells you exactly what you're going to get, but in an interesting way.

Next Steps

Now that you have learned how to write good headlines, find out more about writing news and feature articles. You could also use your headline writing skills when you prepare a press release.