MODULE 11: HEADLINES
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Transcript of MODULE 11: HEADLINES
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MODULE 11: HEADLINES
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Headlines provide a powerful entry point for readers.
Components combine for storytelling power.
Primary and secondary headline patterns add interest.
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PRIMARY HEADLINE | A few well-selected, creatively designed words capture the reader and deliver the key message.
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KICKER | A short, single-line secondary headline is placed above the primary headline.
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WICKET | A detailed secondary headline is placed above the primary headline.
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3HAMMER | A detailed secondary headline is placed below the primary headline.
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TRIPOD | The secondary headline is placed beside the primary headline.
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A solid understanding of content results in better headlines.
Word play and brainstorming are useful strategies.
Guidelines lead to quality and consistency.
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STEP ONE | List 10-15 key words that describe and relate to the story.
• car• drive• keys• money
• gas• cool• style• wheels
• color• wrecks• dates• expensive
• friends• insurance• happy• auto
BRAINSTORMING | Teams of two or three make generating a list of key words much easier.
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STEP TWO | Brainstorm rhymes for words with storytelling potential.• car: star, far• drive: alive, strive, five• keys: please• money: honey, bunny, funny• gas: pass, mass• cool: school, pool
• wheels: peals, steals, deals• wrecks: decks, pecks• dates: mates, plates• friends: bends, spends• happy: pappy, sappy• auto: lotto, motto
STORYTELLING | Words that have significance and relate to the topic.
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STEP THREE | Craft words and phrases that creatively capture the story.• car: star, far
star wars = car warsonce upon a star = once upon a carcarpe diem = CARpe diem
• auto: lotto, mottoAUTOmotives
• wheels: peals, steals, dealsthe wheel deal
• keys: pleasepretty please = pretty keys
LITERARY TECHNIQUES | Inspire creative word play.
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Graphic details create dynamic headline presentations.
Capitalization styles create a variety of looks.
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RHYME | The secondary headline provides specifics to support the catchy primary headline.
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PUN | A creative primary headline establishes the angle for the story. The secondary adds specifics.
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ACRONYM | A popular acronym is given a different meaning for the primary headline.
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MODULE 11: HEADLINES