From the course: Writing Headlines
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Make headlines unique, useful, ultra-specific, and urgent
From the course: Writing Headlines
Make headlines unique, useful, ultra-specific, and urgent
- [Voiceover] Headline nerds like me are all too happy to tell you about the best headline they ever read. A reporter friend of mine remembers a headline from the New York Daily News for a story about a travel agency that was selling bogus tours to Ireland. The headline, Tour Allure a Lie. But most headlines aren't blessed with genius. They need a little help to make them sparkle, and that's where the Four U's come in. The Four U's are words to remind us of the characteristics that the best headlines share. They're unique, useful, ultra-specific and urgent. Let's start with unique. Your headline can't stand out if it looks and sounds like all the other headlines your reader encounters in the course of a day. Think about what you can do to be a little different. Is it infusing your headline with personality? Five Excel Tips You'll Actually Use. In this one, it's the use of the word actually. It adds some unexpected attitude. Or is the phrasing of your headline quirky and unheadlinish?…
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