5 expert tips for writing great headlines

Dust off elements of style

Good headlines share some basic roots.

Get active. Using active voice creates a sense of immediacy and can help even stale information appear timely.

Make language your sandbox. Dig out your dictionary. Play with words. Seek out terms that are fresh and distinctive.

Banish verbosity. Long headlines—and those that contain product and organizational names—are a bore. Be clear but succinct.

Try using 1 numeral. Readers’ eyes are drawn to figures.

Let loose a litany of literary tricks

Authors use this technique when they craft page-turning novels.

Apply alliteration. Our ears enjoy the repetition of similar sounds, such as “Clark Kent” or “purple people-eater.”

Allude to art or music. Or a place, myth, event or expression. Country legend Tammy Wynette’s song “Stand by Your Man” becomes “Stand by your brand” for an article about customer or employee loyalty.

Conquer writer’s block

Simple strategies can get you unstuck.

Put pen to paper. Give yourself a jumping-off point by summarizing the story in seven words or less, then work from there.

Run a word blitz. Brainstorm words, phrases or ideas that relate to your subject and provide fodder for unique phasing or wordplay.

Command attention. Use active verbs and imperatives to encourage the reader to act: “Fly anywhere on earth using the first-ever human jetpack.”

Tell how. Grab readers’ interest; tell them exactly what you’re going to write about: “How to not lose socks in the dryer.”

Pose a question. Encourage curiosity by asking, “Is cycling partisan?” or “Would you like that building for here or to go?” This technique is frequently overused, so apply it judiciously.

Goof off—it’s now a best practice

You can punch up headlines by finding inspiration in unusual places.

Read The Onion. Lines like “Pope revokes blessed status of the meek,” and “Hillary caught mouthing words to presidential oath” are bound to make you laugh—and they may just help you consider new possibilities.

Phone a friend. Consult an associate or buddy. Sometimes a new perspective can work wonders.

Get some distance. Romp through the park or rock out to your favorite band. Set your pesky headline aside for a bit and then revisit it.

Channel your inner subhead savant

Subheads should be potent and effective.

Show tenacity. Don’t slack off because you nailed the headline. Make your subheads equally compelling and give the audience a payoff for reading on.

Spin a narrative thread. Subheads should summarize each section and provide a clear outline of the story’s structure.

Live in a parallel universe. If your first subhead starts with a verb, make your other subheads follow suit. You can also follow familiar patterns, such as “On your mark, get set, go” and “Good, better, best.”

Sprinkle liberally. Subheads help scanners find key information and are a visual break in copy, so use them with relative abandon.

Satisfy others. When your manager won’t be happy unless “exclusive, turnkey solution” appears in neon lights, downgrade the business jargon to a subhead.