The recipe for excellent headlines

Crafting a headline is paramount to capturing your audience’s attention and enticing them to read.

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Who among all of us professional communicators doesn’t love—or at least appreciate—a good headline?

In my former life as a journalist at the Chicago Sun-Times, a colleague and I had an ongoing contest to see who could persuade the front-page editors to use our headline ideas for the day’s top news and sports stories.

Though we had a couple accepted during our respective tenures, it was a rare feat worthy of celebration. It was usually no more than a couple words, and theirs were always better.

Marketers are often tasked with writing headlines that cut through the noise and get attention—and clicks—but what makes a good headline? Consider the following:

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