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: