I typically write rough working headlines and subheads toward the beginning of the project, when I'm outlining the piece. I don't spend a ton of time on this during the early stage. The purpose of the headers at this point is to give me some structure to work with. Once I finish the rough draft, that's when I focus on crafting and shaping the right headlines, by using these questions as my guide.
5-Point Headline Checklist
1. Is the headline congruent with the body copy? Avoid fluff or hype that would bait-and-switch readers. Make sure the headline is compelling AND your body copy delivers the goods.
2. Does the language in your headline speak to the needs, desires and "pain" of your audience? Creativity for creativity's sake won't connect with your audience. Address specific points of relevance that capture your reader's attention, with language that is simple, direct and clear.
3. Does the header appeal to both the mind and the heart. Logic will get the reader to agree; emotion will compel the reader to act. Push both "buttons" simultaneously with your headline, and you'll motivate the right response.
4. What fat can I cut from this headline? What words are not absolutely necessary to make your point? Remove those words.
5. With these changes to the headers, do you need to adjust the body copy to ensure 100 percent congruity with the header?
What about you?
In your copywriting process, when do you craft headlines? What is your process for evaluating them?
About the Author: Sean M. Lyden is a nationally recognized feature writer and columnist on sales, marketing, automotive and technology topics. Lyden is hired by companies in the high-tech, industrial and automotive markets to write persuasive sales copy that makes complex, highly technical products more compelling to customers. He’s also co-author of the book How to Succeed and Make Money on Your First Rental House (published by John Wiley & Sons). Follow Sean on Twitter.
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These are great pointers, Sean.
Like you, I draft a number of headlines before I start writing lede and body copy. I have a collection of headline swipe files to help with this process. I often fall back on numbered list heads, how-to heads and other tried-and-true formulas, to generate a list of "working heads."
Apropos of #1: Much as I like puns, cleverness and word play, I avoid writing clever headlines that have no congruity with the copy.
I also use a variation of #2: I try to include a benefit--direct or implied--in the head whenever possible.
And, yes, I try to cut the fat and make the head as short possible.
As I rework and polish the copy I review the heads--and eliminate the obvious duds.
Once the copy is ready to go, I usually have only 2-3 heads left. At this point, I often ask my husband or a copy colleague to help me select the best head.
Posted by: twitter.com/WritersKitchen | 06/24/2010 at 05:39 AM