Write Better Feature Headlines

A unique headline stands out from the rest and grabs the audience's attention.

• Use interesting adjectives to add emotion.
• Give enough information to pique curiosity.
• Boring Example: It's Hurricane Preparedness Week. Here's a list of essential supplies
• Interesting Example: Bandages, batteries and boredom busters for kids: Hurricane essentials to grab before the storm

If specific details are available, use them in the 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: Obama selects new CG for Fort Meade
• Unclear Example: USMES team featured at the tourney
• Alphabet Soup: DoD OKs AF B-1

Whenever it's appropriate and necessary, a headline should convey a sense of urgency to encourage people to read the entire thing. But remember, above all else, military communicators must be truthful. We don't want to convey a sense of urgency if there is none. It's important to avoid veering into clickbait territory.

• Consider appending the word 'now' or 'today' at the end of it.
• Urgent Example: 5 things to do now before a crisis
• Relaxed Example: 5 tips to help prepare for a crisis

A well-written headline is designed to inform the audience, not entertain them.

• Summarize the story in one sentence.
• Deliver the facts accurately.
• Include the appropriate keywords for search engine optimization (SEO) 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