How to write a captivating headline

Flashback 10 years and I, a cadet journalist, was left wondering why a senior staff member had just given me a media release as an idea for a story, which was from a PR firm promoting a new razor range.  

The story talked about how women suffer from hairy knees: “…but not for long with this new brand of razors making shaving much easier for everyone!”

I was confused at the validity of this even being relevant news to our demographic and started to question everything I knew about journalism. 

I smiled and nodded politely and then filed the email with the media release into the depths of my inbox, although I should have probably sent it straight to the advertising department – or less courteously, to the trash.

This showed that a catchy and memorable headline, regardless of the story, is important in gaining the attention of any reader, whether you are writing a blog, website content or a media release.  

At university I remember being told: Most readers will look at a picture first, then the headline, then maybe the first few sentences of a story before not actually finishing the story.

Everyone is busy, including journalists; so best we get their attention straight off the bat!  

Here are some tips for writing a crafty headline:

• Make it active – use a verb
• Read the headline a million times. Make sure no piece of the headline can be taken out of context (if you don’t know what I mean, you should watch ABC’s Media Watch on a Monday night, or just Google “World’s Funniest Headlines” and you’ll end up with hours of entertainment via sites such as BuzzFeed)
• If you’re having difficulty creating a headline, write the media release first
• Only use puns if they are darn clever! Test it on the most cynical person in your office and if they roll their eyes and then crack up laughing – you are onto a winner
• Headlines should never be convoluted; they should tell you exactly what the story is about. It’s not your job to use sensational headlines – leave that to the tabloids 
• Try and include your client’s name in the headline – this is your obligation as a PR professional…and don’t be offended when the journalist removes it – that’s their obligation as a journo
• The headline must not be deceptive! It must remain true to what your story is about… and it should be a story that is above all, worth telling
• Have fun. A little alliteration won’t hurt anyone

Writing creative headlines is what we do as part of our in-depth communication programs. Give us a call to chat about how we can help you with any of your content writing needs. Call us on 07 3180 3666 for an obligation free quote.