Writing Great Blog Headlines

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Emily Warn & Cynthia HartwigFebruary 28, 2013

Emily Warn

Before we start…Two Pens likes to teach interactively. That means we talk and you respond. We throw out headline prompts. You try them out. Are you game?

RESPOND IN CHAT WITH IDEAS FOR HEADLINES AND VISUALS.

WE’LL RESPOND.

Headline writing is not divine inspiration. It is creativity in service to the CUSTOMER.

The job of a headline is to attract

attention.

THE THREE SECOND RULE:YOU HAVE MORE TIME TO PICK UP A PIECE OF TOAST FROM THE FLOOR THAN YOU DO TO GET A HEADLINE ACROSS.

OUR CRITERIA FOR WHETHER A HEADLINE IS WORKING

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1. DOES IT GET YOUR ATTENTION?

OUR CRITERIA FOR WHETHER A HEADLINE IS WORKING

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1. DOES IT GET YOUR ATTENTION?

2. IS IT ENGAGING?

OUR CRITERIA FOR WHETHER A HEADLINE IS WORKING

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1. DOES IT GET YOUR ATTENTION?

2. IS IT ENGAGING?3. IS THERE A PROMISE?

OUR CRITERIA FOR WHETHER A HEADLINE IS WORKING

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1. DOES IT GET YOUR ATTENTION?

2. IS IT ENGAGING?3. IS THERE A PROMISE?4. IS IT ON STRATEGY?

ALL HEADLINES MUST SAY ONE (!!!) ONE THING.

NET TAKEAWAY/CREATIVE STRATEGY STATEMENT

= SINGLE COMPELLING PROMISE

IN ENGLISH:

THE THREE SECOND RULE

WAYS TO

1. Clarity usually trumps cleverness.

COMPARE & CONTRAST: OVERSTUFFED INDUSTRY JARGON VERSUS...

. …SIMPLE AND PLAIN ENGLISH.

HANDS ON EXERCISE1.Think about an upcoming blog post.2.Write a straight forward, clear headline that’s easy to get.

POST IN CHAT.

2. EMPATHIZE WITH CUSTOMERS’ PROBLEM

HANDS-ON EXERCISE:

1. Think of a problem your customers face.

2. Write a headline that empathizes with this problem.

3. Entertain by being unexpected

Cynthia Hartwig, Co-Founder

http://www.youtube.com/watch?v=32p8d6OudgU

Entertain by being unexpected

HANDS-ON EXERCISE:

1. Think of something that’s unusual or unique about your company or industry.

2. Write a headline that reveals this surprising fact.

4. Pose a challenge by asking & answering a question.

HANDS-ON EXERCISE:

1. Think of a question you could pose.

2. Write a headline that the reader has to answer.

5. IMHO: Weigh in or Report on Debate

Challenges by asking & answering a question

Short post. Promotes enthusiasts & MVPs

6. IDENTIFY WITH AUDIENCE BY MAKING THEM LAUGH

7. STATE THE PROBLEM

8. USE VISUALS TO MAKE HEADLINES WORK BETTER.

Headlines need visuals because they are LAZY.

The best headlines and visuals require reader involvement.

This is called a “See-and-Say Headline.

This communication requires involvement.

HANDS-ON EXERCISE: Help the Headline Tell A Story with an image.

Brainstorm 3-4 images that work with the “Something Missing” Microsoft post.

POST YOUR VISUAL IDEA IN CHAT.

Why do these headlines work?

POST YOUR IDEAS IN CHAT.

WHAT MAKES A GREAT HEADLINE? ASK THESE QUESTIONS.

1. Did it make you stop in your tracks?

2. Did it tell you something you didn’t know?

3. Did it promise something you want?

THANK YOU FOR FOLLOWING US.

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@twopens2 (Cynthia Hartwig)@emilywarn (Emily Warn