Common Headline Rules that You May Not Be Aware of
By: Sri M. Immawati
Tags: Writing, Headlines

Just like any other thing in life, headlines come with a set of rules. From punctuation to grammar, it’s worth noting what you should and should not do to make the writing process easier. After all, creating a winning headline isn’t that simple.

It is a lot like going on a first date. Say your first encounter does not really cut it, then you have zero chances to meet that seemingly charming person ever again. Similarly, a headline must captivate your target audience from the get-go. Those initial few words will determine whether or not people will abandon your content. And, sure, this is more complicated than meeting a stranger for the first time. But, at the very least, both in the dating world and in writing a punch, it’s a must to set yourself apart from the monotone.

I’ve compiled a list of the most widely accepted rules along with practical examples to help you create better headlines. However, before we begin, I’ll go through the fundamentals with you so that you have a better grasp.

What is the headline, and what can it do for you?

A headline, as the name implies, is the word set at the beginning of an article that you see on websites, magazines, newspapers, or even in your emails. In mass media writing, it has the same purpose as a lead: to draw attention to the narrative and draw people in.

Simply put, headlines are an integral tool to help you connect with your target audience. When it comes to newsletters’ headlines, for instance, any company will struggle to obtain high CTRs without a compelling subject line. None bothers opening his or her email unless they are hooked by your verbal prowess; the way you tell benefits in a such word that arouses people’s curiosity. Besides, how can you compete with so many contents from all over the world if your headline isn’t up to par, to begin with?

Categories

Referring to Ross Collins (professor of communication, North Dakota State University), headlines differ into two categories; standard and label.

“Standard headlines often enlighten us about the nature of the piece or content, whereas the label just defines the topic without stating anything further.”

He notes that a standard headline is typically what we see in the media; for example, “Modi Refuses to Protest as India Moves to Repeal Farm Laws.”

Labels, on the other hand, may include fewer words due to a lack of verbs and are frequently referred to as a title. It may be anything like “A season of Christmas carols”, “Legend since ‘84,” or even phrases you find on numerous landing pages.

Common rules

I dug up several resources, and the following is the rule that commonly applies to headlines:

1. Use numerals for all numbers (e.g., “3 steps to write headlines” rather than “three steps to write headlines”). 2. It’s best to use an action verb in each headline (e.g., “Bookworms rejoice in Jakarta’s City of Literature”). 3. Use short words (e.g.,“Some like it hot: Spring Break hot locations”). Keep in mind that it’s good to avoid long words when short ones will do the job. 4. Use single quote marks (e.g., “Critics say ’malice’ rule jeopardizes public safety”). 5. Use acronyms sparingly. 6. Leave out a period at the end of a headline. 7. Although capitalization rules vary based on the style guide, it’s always good to be familiar with the most generally used title case format below: - Most words including adjectives, adverbs, and nouns should be capitalized (unless you go with the sentence case heading).

- Pronouns should all be capitalized (including it).

- All verbs, including state of being verbs, should be capitalized (am, is, are, was, will be, etc.).

- The interjection O should be capitalized (for example, Where Art Thou, O Lord?).

-An article (a, an, the) should not be capitalized unless it’s the first word. The same rule applies to short conjunctions (and, or, nor, but, for, still, so).

-Unless it is the first word, do not capitalize the word to, with, or without an infinitive.

Aside from that; styles, approaches, and opinions may differ. You may find some writers or editors capitalize certain coordinative conjunctions (e.g., as, if, how, that), while others lowercase them. Yet still, being familiar with the common rule can assist you in making a better judgment when faced with tough circumstances.

Bonus

As a handout, I’ve also included a list of my four favorite headline formulas for reference:

Headline with numbers

Numbers in headlines can trigger a reader’s desire to get something of value.

Source: Rivier Edu

2. Audience Reference

Addressing “You” as a salutation in your headlines makes the audience feel known and named.

3. Questions

Curiosity-piqued questions have a tremendous influence on human minds, according to Dr. Matthias Gruber, a Cognitive Neuroscientist. Therefore, your chances of gaining more readers will be higher.

Source: Gizmodo

4. “How to”

Due to our nature that always wants to make better sense of things, opting for “How to” headlines is always a safe bet.

Finally, that’s all the bits and pieces I believe are necessary to create a headline. Consider them as a toolset for connecting with your target audience and achieving the intended goal, regardless of what business you’re in. Good luck!