Headlines

Your HEADLINE is the reader’s FIRST impression and could be the difference between an article that is read and one that is ignored

WORKING TITLE

• • Start with a straight forward, working, accurate title - THEN, update and make awesome before you submit to Trello

  • accuracy is important as headlines set expectations

  • working titles help with focus; start with an accurate focus

ACCURACY AND TONE

• • Grab your reader, but don't accost them . . .

  • Accuracy counts above all else

  • Avoid ambiguity, over statement, insinuation, double meaning

  • Alliteration is Almost Always Awful . . . use sparingly, intentionally (or not at all)

  • Headlines should be 3 to 5 words

FORMAT

• • Include subject + VIVID verb and sometimes object 

  • Ex: School(subject) punishes(verb) rally misconduct(object)

  • VERBS

    • don't lead with a verb

    • even if a story is in past tense, stay in present tense in title

    • if a story is happening in the future, use infinitive (to leave, to help, etc)

    • omit helping verbs (ie: is, are, was, were)

    • VERBS GENERATE POWER; USE POWERFUL VERBS

PUNCTUATION

• • • use sparingly

    • use single quotes

    • never (ever) use an exclamation point (unless in a quote)

    • don't use comma+conjunction  (Parents, teachers agree with calendar change)

    • don't use articles (the, an, a)

DECK (or sub-headline)

• • same format, accuracy and tone as headline

  • longer - 6 to 10 words