Write Better Feature Headlines

Article 2 min
Explore these tips to get your audience's attention by improving your headlines!

An engaging feature headline is essential to get your audience's attention and effectively communicate your message. Headlines are your reader's first taste of your article. Carefully crafted headlines inform and entice a reader in just a few words. The majority of people use headlines to decide whether or not to read an article. Headlines draw readers in and get them to commit time to read the article.

On average, five times as many people read the headlines as read the body copy. David Ogilvy, Advertising Tycoon

red warning icon with exclamation pointNote: Feature headlines can tease the story in a clever or interesting way depending on the story's tone, but must follow the same rules of verb selection and punctuation. When writing straight news headlines, use the checklist inHeadline Writing Guidelines.

Explore each of the essential tips below to help you improve your feature headline. Make an effort to include some of these attributes in every headline to help compel your audience to not only click on your article but to read the whole thing through.

Discover content by selecting individual tiles, or using the buttons across the top.

TIPS TO WRITE BETTER HEADLINES

be Unique

A unique headline stands out from the rest and grabs the audience's attention. To write a unique headline:

  • Use interesting adjectives to add emotion.
  • Give enough information to pique curiosity.

Engaging example: Bandages, batteries and boredom busters for kids: Hurricane essentials to grab before the storm

Dull example: It's hurricane preparedness week. Here's a list of essential supplies

BE SPECIFIC

If specific details are available, use them in the headline. To write a specific headline:

  • Use names when they are prominent. Titles are not required unless they help identify the personality.
  • Use acronyms and abbreviations if they’re widely used and unavoidable. Avoid alphabet soup.

Clear example: Barack Obama received the Thayer Award at the U.S. Military Academy

Unclear example: USMES team featured at the tourney

Alphabet soup: DoD OKs AF B-1

Be Urgent

Whenever it's appropriate and necessary, a headline should convey a sense of urgency to encourage people to read the entire article. But remember, above all else, military communicators must be truthful. To write an urgent headline:

  • Use caution to avoid coveying a sense of urgency if there is none.
  • Avoid veering into clickbait territory.
  • Consider appending the word 'now' or 'today' at the end of the headline.

Urgent example: 5 things to do now before a crisis

Relaxed example: 5 tips to help prepare for a crisis

Be Useful

A well-written headline is designed to inform the audience, not entertain them. To write a useful headline:

  • Summarize the story in one sentence.
  • Deliver the facts accurately.
  • Include the appropriate keywords for search engine optimization to improve the likelihood that readers will find your story while searching the web.

Helpful example: Coast Guard seizes ship in Miami coast drug raid

Unhelpful example: DoD uses 3D printers

Discover More You May Like

View All Articles