Writing better headlines in business communications

Why is it hard to write active and dynamic headlines? I was pondering the difficulty after training a room full of wary corporate reporters and designers from an agency on ‘how to write better headlines’.

They were keen to learn but doubted their abilities. “Don’t you think it’s an art rather than something that is learned?” asked one. “You’ve got it or you haven’t,” said another.

Both are right to distinguish because the delineation is clear in mainstream newsrooms. Subeditors sub and write headlines, while writers write stories and designers design pages. However, it doesn’t mean you can’t cross over. Some writers make natural subeditors and headline writers, while subeditors can be great reporters, correspondents or journalists. I also know many graphic designers with a penchant for writing effective heads.

But there is often no sub to rely on in the corporate and agency world. So, writers and designers must edit copy and write headlines in addition to writing and designing.

Better headline writing for business communicators

Local papers were the training ground for many of those on the course. Interestingly, they felt it was more challenging to write headlines in marketing or internal communications. Above all, they said that corporate news can be repetitive and lack the punch of its newsstand counterparts. They argued that there are only so many headlines you can use for employee communications in a company that makes one type of widget.

Yes, it requires more thought, but the headline choices are endless if you begin each story with a different angle. As you have the luxury of being in charge of the story and the header, you give your news ‘has legs’. Write your body copy with panache and you’ll sow the seeds to create powerful headlines.

If you doubt your headline-writing skills, be more positive about your talents’ transferability. Anyone writing professionally in business communications adapts their style to different audiences and formats. Therefore, they can also learn to write a powerful, persuasive headline.

5 ways to nail that headline

If you’re journalist-trained, you’ll already have a good grounding in headline writing. Many of the writing lessons you learned are the same for headlines. Do any of these tips strike a chord?

1. Use present or future tense
2. Write in the active, not passive, voice – I write a blog, not a blog was written
3. Get to the point
4. Avoid clichés such as wheelie good, the way ahead or location, location, location
5. Beware of hype – was an event really massive, great or unique? Was a person brave or doing their regular job?

Headlines have always been important, whatever the medium. They’re a teaser for the rest of your copy. They pique readers’ curiosity. So they deserve some crafting, rather being seen as a last-minute filler.

Writing headlines in print versus online

In print, you can get away with obscure statements like The Sun’s famous Gotcha! and readers will understand it, especially next to an appropriate picture.

But you need headlines to make sense independently to draw in online readers who scan onscreen. Write clearly, with keywords at the beginning of the head. Give the headline lots of punch by using active verbs. Search engines are more likely to pick up headlines that grab the attention of social networking sites and RSS feeds.

Many corporations are integrating their communications with blogs, microblogs, web pages, and videos alongside traditional print.

As the online revolution progresses, the workplace writer would be wise to put nerves aside and learn to love the art of headline writing.