Writing headlines, headings and subheadings (1. TAKE YOUR TIME (D. Put…
Writing headlines, headings and subheadings
2. BRAINSTORM LOTS OF OPTIONS
A. Don't settle for the first thing that comes to mind.
B. Can you come up with different headlines? Try it, then pick the best one.
4. USE LOTS OF ACTIONS WORDS
A. Express an action. That establishes talks to the reader directly.
B. You have to consider the reader's perspective to use an effective word.
1. TAKE YOUR TIME
A. Invest time coming with a great headline.
Five times as many people read the headline as read the body copy.
B. Develop a very clear idea in your mind about what motivates each particular type of reader.
C. Craft a separate message (or messages) designed to persuade each reader.
D. Put yourself in your readers’ shoes.
Write a signpost that reflects each reader’s needs.
Don't use if them if they're not necessary to convey your idea.
7. PULL YOUR READER IN BY ASKING A QUESTION
A. But do not ask a question that has an obvious answer.
B. Try to leave your reader feeling compelled to find the answer inside your body copy.
3. WRITE HEADLINES, NOT LABELS
A. Come up with something similar to a lede.
5. COSMO YOUR PIECE OF WRITING
A. Do not write boring and bland headings.
B. Take inspiration for the cover lines on popular magazines.
6. DON'T TRY TO BE TOO CLEVER
A. Furthermore, do not be obscure. It is not the purpose of communication.
B. However, make your headline unique.
Offer something that no one else is offering your reader.
Avoid cliches, such as:
Instead, use powerful and emotional words.
8. AVOID THE DREAD CURSE OF CORPORATE WRITING THAT IS THE -ING HEADLINE
A. -ING phrases are bland.
B. Spend more time to come up with something more compelling and creative.
How to write a headline (part 1)
B. Report Writing Made Simple (session 26)
9. ADD VALUE
A. Make sure your headline communicates a clear benefit for that reader.
Therefore, your headline must be useful to the reader
10. BE ULTRA-SPECIFIC
A. Express to the reader exactly where you are going to.
Busy business readers will be grateful for a business proposal that helps them scan the document to get the information they intend to.
B. Make it clear who your target reader is.
Cite a noun that specifies the group of readers.
Seven mistakes every new dad make in the first year.
C. Structure your business proposal according to the type of reader.
So group all the messages aimed at the big guns together in one section, and all the messages aimed at the guys on the ground in a separate section.
11. MAKE YOUR HEADLINE URGENT
A. Write something that compels the reader to read on sooner rather than later.
B. Add a value that your reader cannot ignore.
C. Remember, headings and subheading are like signposts guides the reader to navigate through the text.
12. USE DIFFERENT FONT SIZES FOR HEADING AND SUBHEADINGS
Make sure the headings look different enough from the body text.
Use a different font, in bold, and in a different font size for headings (the biggest one), subheadings (a bit smaller) and the body text (the smallest one).
Use Arial 20 for Headings.
Use Arial 14 for subheadings.
Be consistent. Make sure all the headers and subheadings are all in the same style.