Two pens writing great headlines for your blog
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Writing Great Blog Headlines
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Emily Warn & Cynthia HartwigFebruary 28, 2013
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Emily Warn
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Before we start…Two Pens likes to teach interactively. That means we talk and you respond. We throw out headline prompts. You try them out. Are you game?
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RESPOND IN CHAT WITH IDEAS FOR HEADLINES AND VISUALS.
WE’LL RESPOND.
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Headline writing is not divine inspiration. It is creativity in service to the CUSTOMER.
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The job of a headline is to attract
attention.
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THE THREE SECOND RULE:YOU HAVE MORE TIME TO PICK UP A PIECE OF TOAST FROM THE FLOOR THAN YOU DO TO GET A HEADLINE ACROSS.
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OUR CRITERIA FOR WHETHER A HEADLINE IS WORKING
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1. DOES IT GET YOUR ATTENTION?
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OUR CRITERIA FOR WHETHER A HEADLINE IS WORKING
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1. DOES IT GET YOUR ATTENTION?
2. IS IT ENGAGING?
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OUR CRITERIA FOR WHETHER A HEADLINE IS WORKING
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1. DOES IT GET YOUR ATTENTION?
2. IS IT ENGAGING?3. IS THERE A PROMISE?
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OUR CRITERIA FOR WHETHER A HEADLINE IS WORKING
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1. DOES IT GET YOUR ATTENTION?
2. IS IT ENGAGING?3. IS THERE A PROMISE?4. IS IT ON STRATEGY?
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ALL HEADLINES MUST SAY ONE (!!!) ONE THING.
NET TAKEAWAY/CREATIVE STRATEGY STATEMENT
= SINGLE COMPELLING PROMISE
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IN ENGLISH:
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THE THREE SECOND RULE
WAYS TO
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1. Clarity usually trumps cleverness.
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COMPARE & CONTRAST: OVERSTUFFED INDUSTRY JARGON VERSUS...
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. …SIMPLE AND PLAIN ENGLISH.
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HANDS ON EXERCISE1.Think about an upcoming blog post.2.Write a straight forward, clear headline that’s easy to get.
POST IN CHAT.
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2. EMPATHIZE WITH CUSTOMERS’ PROBLEM
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HANDS-ON EXERCISE:
1. Think of a problem your customers face.
2. Write a headline that empathizes with this problem.
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3. Entertain by being unexpected
Cynthia Hartwig, Co-Founder
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http://www.youtube.com/watch?v=32p8d6OudgU
Entertain by being unexpected
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HANDS-ON EXERCISE:
1. Think of something that’s unusual or unique about your company or industry.
2. Write a headline that reveals this surprising fact.
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4. Pose a challenge by asking & answering a question.
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HANDS-ON EXERCISE:
1. Think of a question you could pose.
2. Write a headline that the reader has to answer.
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5. IMHO: Weigh in or Report on Debate
Challenges by asking & answering a question
Short post. Promotes enthusiasts & MVPs
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6. IDENTIFY WITH AUDIENCE BY MAKING THEM LAUGH
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7. STATE THE PROBLEM
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8. USE VISUALS TO MAKE HEADLINES WORK BETTER.
Headlines need visuals because they are LAZY.
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The best headlines and visuals require reader involvement.
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This is called a “See-and-Say Headline.
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This communication requires involvement.
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HANDS-ON EXERCISE: Help the Headline Tell A Story with an image.
Brainstorm 3-4 images that work with the “Something Missing” Microsoft post.
POST YOUR VISUAL IDEA IN CHAT.
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Why do these headlines work?
POST YOUR IDEAS IN CHAT.
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WHAT MAKES A GREAT HEADLINE? ASK THESE QUESTIONS.
1. Did it make you stop in your tracks?
2. Did it tell you something you didn’t know?
3. Did it promise something you want?
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THANK YOU FOR FOLLOWING US.
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