They either join forces with the visuals to express an idea (usually leading to a sales message) or more traditionally, tell the whole story in as few words as possible. That’s why ad headlines have to work harder. If there’s body copy, there’s usually a slim-chance it will be read unless the headline gives you reason to do so. By their nature ads are intrusive stowaways lurking amidst bona fide content. The information it reveals should be so compelling, you feel the need to buy the paper and read on.Īdvertising headlines work differently. And the front page? That’s reserved for the one headline of the day with the power to create most impact, whether its the most important story, or simply the most sensational. And while there’s a bit of variation between infotainment tabloids and ‘serious’ reporting, both should help you navigate content and get a feel for the day’s news at a glance. Succinct, accurate and usually a complete unambiguous thought, they summarise the most compelling facts of a story in less characters than a tweet. Newspaper headlines pretty much exist to relay information. But what’s changing is the role of a headline and it’s having a big effect on the content. Newspapers and advertising copywriters have been crafting them for decades to sell papers and push product. Welcome to the dark art of click-baiting.Ĭlever headline writing is nothing new. In fact, you may even have noticed many of the world’s biggest online titles beginning to write headlines that don’t just sound the same, but are becoming harder to ignore. Unless you spend your whole time online on Pinterest and YouTube, chances are you’ll have noticed a big change in the way stories are told recently. But what is it that makes headlines from sites like Buzzfeed so compelling? Even if we have no interest in the subject, we find ourselves clicking irresistible links.
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