Headlines

What is a headline?
written.
title ofsomething capture the attention of
Aheadline is the
summarizes its overall content. Its purpose is to quickly whether a
Aheadline is text above an
article that
an article, they are often the deciding factor regarding news
titles that appear before use headlines for
readers, Because headlines are therefore, are most enticing when they're persuasive. Writers
reader clicks on an article and, social media posts and press
releases.
posts, advertisements,
articles, blog
Writing?
What Is a Headline in readers know what to expect before
they
writing about so
introduces the topic you'll be
In general writing, a headline
dive in. it's easier
within the writing that divide the content up into sections so
,Súb-headlines, also called subheads, are headings
information you're looking for.
to scan, read, and find the
objectives of a Headline?
What Is the Purpose and more, to encourage
introduce the topic you'll be writing about, to get people to read
The purpose of a headline is to
briefly.
shares, or to describe something
other objectives, such as:
Agreat headline can also achieve
what they're looking for
K Helping readers scan the content and find
read the entire article
Encouraging them to stick around and
Indicating what type of content it is
Making the reader curious
Summarizing the main point of the article
Getting people to take action
wWhat are the good qualities of a Headline?
4 Qualities of a good headline.
needs rather
grabs the readers' attention because it relates to their
OSelf Interest: A self interest headline is one that
than yours, according to your business.
Example: Youcan win groceries for a year".
News: It is mainly based on the front page news items.
Example: Famine sweeps across America, many starve.
used alone as a headline
O Curiosity: Curiosity becomes important part of headlines, when
Example: Seven reasons why people fail at this business
everything RIGHT NOW. Headlines that
Quick and Easy way: We live in a fast paced society where we expect
demonstrate something casy and quick and simple will also pick your readers' interests.
Example: Give us 10 minutes and we will show how to success in business in 3 days
What Is a Headline in Advertising?
h advertising, a headline is what you use to get people's attention and persuade them to buy what you're selling.

It needs to be catchy, interesting, and informative so people will want to learn more.
when creating a headline for an ad, think about what the main benefit of the product is and connect the features to that
benefit.

What Is a Headline in aNewspaper?

 in reading it.
get
peopleinterested
articlennd otherr details out, but the
what'stnthe artoleandleave
uMmarlze the
Anewspaper headline is what you use to tnfornationabout inportant
information
lmportant most
most sharethe
should
Newspaper headlines needto includethe pique Interest. andtheheadllne
should still be engaging and be able to
atruoture
inverted pyramld
News articles should follow the effbotlve,
makethom
first. resder can
the:
Heedline? olab thingsthat about andwhat
hat Nakexa Great are a fow artlolels
great headlne,butthere up whatthe giving
Thore's no one fomula for a shouldsum mor. about
without
headllne learning articleis
clearand concise: A great interestedin whatthe
l. hey 're
the reader
goodidea of doesn'tbeataround
expeot to leam. make reader a
good headline
will
givethe articleand
2. They're catchy: A The headline should expect fromthe interestedin.
They're infomative: readerwhat to they're
3.
away too much, headlinetellethe
what
forand onlyfrustrate
thetn and
gOod looking
Augnttorward:A readeris readers will
unnecessary details or verbiage.
relevant to what the appeals to reading
the bush with headline should be
misleading headlinethat whetherit's
relevant: The something,
5. They're written:a
relevant to the content readertodo
6. They're encourage the
waste their time. lheadline will
good
to take action: A
. They get people product.
the articleor buying the with your
content.
to engago learm more.
essential for getting people stickaround and
Goodi beadlines are persuadethemto
people's attention, buttthey also
Not only dothey capture j
catered to that:
Linkedin or Indeed Headline Examples Ipdeed headline. here are some
examples
LinkedIn or
you're looking for ideas for agreat
Now, if
"Results-Oriented Sales Professional"
"Experienced Graphic Designer"
Experience"
"Web Developer with 5 Years of
"Bilingual Customer Service Representative"
"Accomplished Data Analyst"

KINDS OF HEADLINES
Banner Headline
" Crossline Headline
" Flush-Left Headline
"Flush-Right Headline
"Kicker/ Shoulder Headline
" Sub-headline
 Voiferent Types of Headlines
Strategic headlines can help media outlets or marketing companics attract readers to their articles or other content. nes
brief statementscan tellan audience how certain context applies to them and what they can expect to learn by reauga
particular article. Understanding diferent types of headlines can help you choose the right one to use.
Direct headline
summarize the overal!
Adrect headline clearly states the purpose of an article It usualv involves facts in the article to
idea. Readers know exactly what they are going to read or see when you use a direct headine.

(2)Indirect headline
it doesnt directiy State ue
An indirect headline takes a subtle annroach by hintino at the main noint of an article. Since
key idea, it targets a reader's curiosity todiscover what the article is about:
(3)News headines
Journalists often use these types of
News headlines make important announcements about a company or its products.
headlines in news articles to efficiently share recent information with the public.

(4)How-to headline
steps. 1 WTie a
new skill or solve a problem through an outline of
Inis type of headline teaches readers ways to learn a aiso
followed by the action they want their readers to learn. It
how-to headline, writers start with the phrase "how to. "
helps highlight why that particular article might benefit them.
Example: "How To Drive in a Foreign Country Like a Local"

5.)Question headline
of providing the answer within the article.
These tend
A question headline poses a question to
readers with the intention
company's products or brand.
to be topics consumers may be interested in regarding a
Vitamins?"
Example: "Do YouKnow Which of Our Vegetables Has the Most
(6.]Command headline
reading an article. Companies typically use this
Command headlines tell readers what to do or what they can learn by
command headlines start with a strong action verb.
type of headline when creating an advertisement. Most

Example: "Simplify Your Wardrobe With This New Technique"

(2]The "reason why" headline
in a list article format,
This headline tells an audience why certain situations Occur. This type of headline typically results
which readers often prefer over other types of articles since it's easier to skim.

Example: "8 Reasons Why Your Outfit Is Affecting Your Interview"

(8Emotional headline
Emotional headlines typically target either apositive or negative feeling to encourage an audience to read an article. To
do this, writers use powerful words such as affordable or stressed.

Example: "Ways You Can Prevent Work Burnout in the New Year"
(Wordplay headline
Awordplay headline uses a creative formation of words and phrasing, typically in the form of a pun or irony. Companies
often use these headlines when trying to make a less important topic amusing.
 r a r t i c l

Race Hits Bump in the Road"

Example: "Local Auto 19.

hendline
name its competitors.
a company's business or productstocompany.
10)Brand rocognizable organizations to ompare more established
headlines use businossestrylngto partiicoipatein a similar market as a
Brand name
helpfulfor new Than Peach
Scooterl!
Thiscan be Moro Popularity
Expected to Gain
Example: "Skeeter
as the best
who look for top-tated content, such
(1)Bestheadline readers
Those oAn attract
items abovo others.
rank certain example.
Best headlines computertobuy,for
the best
restaurants to tryor College"
Cities To Live in After
Example: "Best Usually.
two ideas.
parentheses to combine
12,Tro-partheadline em dash or a reader's attention.
punctuationnark, such as a colon,
increasethe chancesofcapturing
two-part headlineuses a alone, but together, they
A headlines can stand Steps"
both parts ofthese
Increase Sales: TheFiveKey
Can
Word-of-MouthAdvertising
Example: "Why
language. Relating the topic to
13.Relational headlines using second-person
reader to the subject ofan article by this article can help them.
connect a discovering how
Relational headlines reading and
helps them become interested in
the reader YourCouch"
Could Make $1,000 From
Example: "Here's How You
14,)Location-specific headline knowledgeonly a select group of people
readers by making them feel included in share in common.
Location-specific headlines attract something that people in a particular area
Would know. These headlines focus on
Lives in Seattle Knows To Be True"
Example: "12 Things Anyone Who
15,Challenging belief headline technique. Usually, these
read by using a reverse psychology
convinces individuals to article to see whether it actually
A challenging belief headline makes viewers want to read an
believe."which often
headlines begin with, "You won't
surprised them.
Celebrities Are Losing Belly Fat"
Example: "YouWont Believe How
(16)Confrontational headline opposing
as they attract people who either agree with the headline or have enforced
Confrontational headlines are persuasive, individuals to read and see whether the
article changed or
stance can entice
opinions. Posing a controversial
their existing opinions.
Recycling Is Huting the Planet"
Example: "12 Reasons Why
(17)Testimonial headline opinionated
objective,
quote from a company's consumer. Thisgives viewers an
testimonial headline begins with a
has used a company's products.
statement from someone who
Me Make Meals for My Picky Children"
Example: "This Cooking Plan Helps
headline
by science"
18. The "backed
Ihis headline supportsa statement by confirming its thesis with scientific evidence and proof. Writers use these headlines
for articles that include research on a particular idea.

(19) Background headline

Background headlines start with contextual information. This is usually atwo-part headline, with the first part providing
background and the second halfexplaining the significance or reason for the first statement.
Tips for writing successful headlines

Here are some tips to help you write successful headlines:

)" Be clear: When writing your headlines, be clear about what information your article covers so readers know what
to expect.
traffic to your
Use keywords: Try to incorporate a highly searched keyword intoyour headline to help generate
article through search engine optimization (SEO).
audience you
Know your audience: In order to attract readers with your headlines, it's helpful to know the target
want so you can emotionally appeal to them and their interests.

Different Types of Headlines Every Writer Needs to Know

know from experience how tricky it can be
You'd think that a headline's short length makes it easy to write, but I bet you can all
craft one. Whether you consider yourself a marketer, blogger, journalist, or copywriter, we as writers
to
relate to this challenge.
frameworks and examples to reference. By learning
Fortunately, we can tackle many writing obstacles when we have
it becomes easier to create a headline that lets your
how to categorize a headline and looking at inspiring examples,
writing shine.
Let's Talk About Headline Types
List Headlines
"How-To" Headlines
Inspirational Headlines
"Why" Headlines
Belief Headlines
Question Headlines Confrontational/Controversial Headlines
Direct Response Headlines
"Best" Headlines
News Headlines Number/Statistic Headlines
Kicker Headlines
Versus Headlines
Ad Headlines
Clickbait Headlines
Command Headlines
Testimonial Headlines

«How-To" Headlines
that explains, well, how to do something. With this
These headlínes include the phrase how-to" and label a piece teach someone. You'll see this type of headline
will
headline format, you can summarize exactly what your article
leading instructional writing.
"Why" Headlines
that
to do something, "why" headlines lead into content
Just as how-to" headlines title writing that explains how
explanatory or opinion piece. For example, Why
describes the reason behind something, and they can highlight an
the Rainforest Matters" would present an
Frogs Are Amphibious" would explain something, while "Why
'argument.

Question Headlines
 They sometimes overlap with how-to"weand
thereader. through
headlines poseaquestion to the question you bring up
question sure to answer
the nane implies, they follow a similar principle: make
"why" hcadlines, and
title.

Direct Response Headlines understand the first concept, ts

of direct response copywriting. To

headline follows the principles
Adrect responsc
understand the second.
you'llhave to
icon in the copywriting scene.
headline comes from David Ogilvy, an
Our exanpie of adirect response
ReferralCandy shared what he considered the best headline.
David Ogilvy direct response headline
noadjectives, no 'gracious living.
Ogilvy attributes the headline's success to giving only the facts
News Headlines
marketing headlines
A hews headline introduces a news article to a reader. It has a similar obiective to content
grab the audience's attention while describing the subject matter-but requires a straightforward approach. As we
discussed in our blog post on inspiring headline examples, anews headline should be accurate, direct, and
uncluttered.

After all, in today's competitive media environment, you need to convince your audience that your outlet and issue
matter more than the rest.

Anews headline should be accurate, direct, and uncluttered.

YKicker Headlines
A kicker headline is another journalisnm headline that you'll often see in the print edition of a
newspaper.
According to Merriam-Webster, a kicker goes near an article's primary headline and provides context or provokes
interest. A newspaper might use a kicker whena single headline needs background information or an extra creative
touch.

You can see a kicker in action in this digital version of a Washington Post print article:
"For carmakers of the future, a bumpy road ahead- Push for all-electric vehicles marks the industry's biggest
turning point in a century."
While the main headline hints at a challenge in the automobile industry,the kicker explains the nature of the
isSue.
Ad Headlines

Ads began in print; now, they make up a large part of the digital experience. While we see most of today's ad
headlines on the screen instead of print, they stilldemand ahighlevel of creativityand audience knowledge to
properly pull it off.

Modern advertiseiments appear on printed meia, signage, websites, and social media, and each channel has
different considerations for design and copy. However, the same underlyingprinciples apply draw the reader's
interest. In many cases, an ad copywriter and designer will work together to create words and imagery that buildon
each other.

Command Headlines

Command headlines directly ask the reader to take an action. They appear in places likeweb copy, digital ads,and
print ads.
 Toraise awarencss about its Chewy Gives Back
Back with Wish List". In five words, the headlinecampaign wishlists, Chewv has a banner with the headline "Give
tells you what to do and how vou can do it. If you pay
attention, you'll als0 see that the subtitle and close
call-to-action use a command format to urge action from the reader.
Testimonial Headlines
A testimonial headline uses a
testimonial quote to lead the reader into content. It can serve as a
testimonial page, but you might also find this headline tvpe on an ad orvour tiie lo1 a
landing page. Like a full testimonial, a
testimonial headline brings in the audience by providing the opinion of another
customer they can relate to.
List Headlines

Listicles (a.k.a. articles made up of a list of ideas. tips, or instructions) are an increasingly popular form or
on the internet. That being said, when you write a 1ist headline for one of conet
these pieces, you want it to maKe an
impression. As we mentioned in our list of headline formulas and templates, you can use templates, like the
following, to createa list headline:
X Ways to Do (Action)
X Things to Consider When (Action)
X Rules to Follow When You're (Action)

Inspirational Headlines
Inspirational headlines are atype of emotional headline that use inspiration to sell aproduct or frame an uplifting
story. They tend to focus on positive language that evokes felings of hope, accomplishment, or self-improvement.
You can find inspirational headlines in website copy, ad copy, and journalistic writing
Belief Headlines
Belief headlines go in-depth in the emotional headline writing process by tapping into people's beliefs and
convictions. To write a belief headline, you'll bave to know your audience through and through. These titles dive
into the reader's assumptions about the world.to put the content after it on their level.
To write a belief headline, you'll have to know your audience through and through.
Confrontationa/Controversial Headlines

the
Many marketing, content writing, and journalism concepts encourage writers to create content that aligns with
reader's opinions and feelings. Even if your reader might not agree with you, you're still trying to find common
ground.
Confrontational and controversial headlines have the opposite goal challenge the reader's knowledge and values
long-form
to grab their attention. They can lead short-form and long-form content, but you'll often find them in
content, like blogs and journalism articles, where the writer has plenty of room to explain their point.

"Best" Headlines
"Best" headlines often overlap with list headlines and lead into articles ranking certain items above the rest. They
don't necessarily have to include the number of subjects covered in the article. For example, you can have "The
Best Restaurants in Your City with a list that constantly changes in number or "The Best Restaurant in Your City"
that highlights a single restaurant.
NumberStatistic Headlines

When you need to make astrong point with your headline, consider using anumber or statistic. Whether you write
as ajournalist or marketer, some pieces of writing provide the opportunity to support your point right in the
headline with a figure. Number headlines lead into content in advertising, digital content, and journal ism
including short-form and long-form content.
Ifyou plan on using anumber or stat in your headline, look for one that has asignificant impact. For example, a
SS%% increase in revenue will turn more heads than a 3% increase.
Versus Headlines

AVersus headline pits two products or items against each other to help the reader make acomparison. You might
dscover them heading shopping guides or educational articles - usually not short-form content.
This type of headline allows for easy searching-on an SEO and human level-by outlining which two subjects
the article will
compare.
WClickbait Headlines
CiCkbalt headlines have the sole purpose of getting as many clicks as possible - often; at any cost. A clickbait
title can technically be high-quality., but the term has built such a
folks usually refer to low-qualíty headlines when they negative connotation over the years that most
talk about clickbait.
Most clickbait headlines strongly appeal to emotion to
encourage clicks and sharing, and sometimes they don't
align with the actual content that follows them. An infamous
example of a
headline that you might see in the ad grids at the botom of certain website clickbait title is the "one weird trick"
to have their own pages. They've become iconic enough
Wikipedia article and internet memes.
Headline Analyzers You Can Use
There are a few headline analyzers that you can use to test your
these are free and some haye a fee, headlines and see how well they will do. Some of

1. CoSchedule's Headline Analyzer: Quick and easy tool that lets you copy and paste your
feedback. headline for
2. Google AdWords' Keyword Planner: Let
Google help you identify keywords to use in your headlines for
maximum search engine optimization (SEO).
3. HubSpot's Website Grader: Grade any
website content against key
4. Portent's Content Idea Generator: Stuck on ideas? Portent's contentperformance metrics.
idea generator will help you create
catchy titles from scratch.
5. The Advanced Marketing Institute's
Headline Generator: Determine the emotional marketing value score
of your headline.
All of these are great for testing headlines and seeing what works
best.
Sometimes, it takes a little bit of tinkering to get the perfect headline, but using one of these
your way.
tools can help you on
 at fniedie
Bantlicatiou,

wagzi y ds
Boi waiu a ital iufot wati to tte
3)Ne Butiuadi gwealy do uot do so.
Rope es uSay
otou ou
(A wagaue eutalus iufor
iueio destatou ete. lee a

ARtuils
uforua
onitd. N dos ot bma
tanget eiet
6) Mag4 Au is

eyut
f o . u do wot,
(8) Sty u ’ is stad
ost luty acied.
Su cday erutalus tt
)ntiela g
rti ele.
battih

Puicat
() Futtein wet (No &afp