First impressions count - which is especially true for headlines. Competing for clicks in a media-saturated online world, alongside vying for attention in print publications in an era of stretched attention spans and fast-moving trends, means headlines often have to work twice as hard these days too. So, how do make sure your headlines hit the mark? Tricks of the trade: Headlines
And remember it’s not just about being clever - sometimes the best headlines are the simplest. The trick is to know when something simple, or when something juicier is warranted - which means knowing your audience, knowing your angle, and knowing when to test- run options with your colleagues if unsure!” ABI JACKSON DEPUTY LIFESTYLE EDITOR, PA MEDIA
“Headlines are often a balance of finding the best words, while also making sure they fit the space available and hit the right tone. Just as keeping things tight and free of waffle and repetition is key when it comes to brilliant copy, this is even more true for headlines, where you might only have a certain number of characters or lines to play with. The style and tone of your platform may also sway things, so it’s important to have a strong grasp of these. Sometimes, a bit of experimentation with headline styles can be helpful too, especially in terms of spotting patterns with how content performs.
(Mark Gregson/PA)
“The headlines I tend to think work best are the ones which don’t give everything away. Just enough of a taster for you to want to click – such as MasterChef judge Grace Dent: What I eat when nobody’s looking (from an interview I did with Dent in October 2023). If the celebrity is not hugely famous, make clear who it is in the headline. If you’ve done a strong, meaty interview, sometimes including a really fantastic quote in the headline works well – but there’s no point doing this if there aren’t any strong ones. With explainer lifestyle pieces, I would keep it short and to the point - often with a ‘What, Why, When, Where, How and Who?’ approach. You want these headlines to be clear and concise, which is good for SEO as well.” HANNAH STEPHENSON BOOKS EDITOR/SENIOR FEATURES WRITER, PA MEDIA
“A headline can make or break the performance of an article, so it’s really important to spend some time working on them. I always try to think of my headline early on, when I’m working on the pitch of the piece, so you’re tying it into the angle and the reason people are going to click on your story. If you have a print audience, it’s a whole different story and you can have all sorts of fun with clever word play, but for digital audiences, it has to be more obvious. Ensure any key words are included nice and early on – so any celeb names or things people are searching for right now should be up there. And then ask yourself, ‘Would I click on it?’ If the answer isn’t an instant yes, then you can come up with a better one. Go back to your headline at the end as well – see if you can make it any snappier or improve it in any way. They are so important, and in our fast-paced working lives, it’s too easy not to give them the attention they deserve.”
“When it comes to writing a headline for a lifestyle feature, it’s important to have a strong understanding of the angle of the content, while following the golden rule: every word counts. The best headlines are concise, simple and impactful, and are sensitive to the current climate. I see headlines as small windows into undiscovered rooms – they are a few seconds’ preview. How can you entice a reader to take a further look? I think some of this is down to instincts. So always ask yourself the question, ‘Would I want to read this?”
SOPHIE GOODALL PRODUCTION JOURNALIST, PA MEDIA
CLAIRE SPREADBURY HEAD OF FEATURES, PA MEDIA
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