HEADLINES Grabbing reader attention WE NEED HEADLINES WHY
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 GIRLS’ VARSITY SOCCER WHAT A KICK After the main headline pulls the reader onto the spread, the detailed secondary headline provides specifics
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
TRIPOD: This headline pattern places the secondary headline beside the primary headline. Drawing the reader into the main head gives the tripod POWE R
STYLE • Write with action verbs GUIDELINES: • • 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 The key to powerful headlines is to LINKS: 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 ATTENTION AND 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.
HEADLINES created in conjunction with Lynn Strause Herff Jones Special Consultant
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