HEADLINES

HEADLINES

Grabbing reader attention

WE NEED HEADLINES.

WHY?• They attract attention • They provide a link to content

AND WE NEED SECONDARY HEADS.

WHY?• They give us content clues • They provide a link

HEADLINE TERMS:Primary or main headline:The main part of the headline; the most important words

Secondary or subheadline:Usually in sentence form, it adds information either above or below the main headline

Both are necessary parts to every headline package.

HAMMER:This pattern features a primary headline over one or more lines of a secondary headline.

HAMMER IT

After the main headline pulls the reader onto the spread,

the detailed secondary headline provides specifics

KICKER:In this headline pattern, a label often sits atop the main headline

WHAT A KICK

After the main headline pulls the reader onto the spread,

the detailed secondary headline provides specifics

GIRLS’ VARSITY SOCCER

WICKET:This headline pattern is the opposite of the hammer with the secondary headline on top

Drawing the reader into the story is one function of well-written

MAIN HEAD

TRIPOD:This headline pattern places the secondary headline beside the primary headline.

Drawing the reader

into the main head

gives the tripod

POWER

STYLE GUIDELINES:• Write with action verbs

• Write in present tense• Use single, not double, quotes• Forget the periods in main

heads• Avoid abbreviations

• Go for impact, cleverness• Magazine-style heads may not

be always be phrases with verbs

VISUAL / VERBAL LINKS:The key to powerful headlines

is to establish a strong visual/verbal connection between the dominant photo on the spread and the main headline

POWER IT UP:Want even more bang to your headlines?Try these techniques:

• alliteration• onomatopoeia• rhyming• pop-culture references• puns and word play• clichés and common sayings

ALLITERATION

ALLITERATION

ALLITERATION

ALLITERATION

ONOMATOPOEIA

ONOMATOPOEIA

RHYMING

RHYMING

RHYMING

RHYMING

POP CULTURE REFERENCES

POP CULTURE REFERENCES

POP CULTURE REFERENCES

POP CULTURE REFERENCES

POP CULTURE REFERENCES

PUNS AND WORD PLAY

PUNS AND WORD PLAY

PUNS AND WORD PLAY

PUNS AND WORD PLAY

CLICHES AND COMMON SAYINGS

CLICHES AND COMMON SAYINGS

CLICHES AND COMMON SAYINGS

PAY ATTENTIONAND LOOK AROUND YOU—

Magazines and newspapers can be great sources for inspiration but don’t stop there.

MAKE THAT VISUAL /VERBAL CONNECTION

That’s what grabs the readers and pulls them into the story.

HEADLINEScreated in conjunction with Lynn StrauseHerff Jones Special Consultant