headline

Effective HeadlinesThe first line your reader sees means the difference between success and failure. Most leads are clever headlines that play on words. Many are cute, but most aren’t effective.

We can learn to do better from recently-deceased report  Vincent Musetto, who wrote this “most anatomically evocative headline in the history of American journalism. [see photo]

“What endured in public memory far longer than the crime was the headline, with its verbless audacity, arresting parallel adjectives and forceful trochaic slams. The corresponding headline in The New York Times that day proclaimed, genteelly, “Owner of a Bar Shot to Death; Suspect Is Held.” Headlessness was not mentioned until the third paragraph; toplessness not at all,” reports The New York Times.

You can do the same, even with far less sensationalism!

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Nancy Schwartz on June 10, 2015 in Messaging | 0 comments
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