AA for Headline Writers
Mar 09 '00
My name is Redlass. I'm a journalist. I haven't written a headline for six years.
While I'm not about to trade in my self-imposed title of reformed journalist, I'm afraid I can no longer say it's been six years since writing a headline, thanks to epinions.com.
I spent nearly ten years as a copy editor (a position I still consider to be one of the most fun ones in the newsroom) for a daily newspaper. Upon thinking back to what I learned in school and on the job, I realized much of the headline-writing craft we learned there applies to writing titles for epinions.com. So allow me to share a little with you.
Note: All examples that are used below are titles of my own reviews. I'm really not trying to advertise--I simply would not want to criticize anyone's reviews but my own in this forum. And truly, it surprised me looking back how bad some of my titles were.
Use Verbs
This was always the first and last rule of headline writing. A verb makes the title active and interesting. A title without a verb is a tag line (or worse yet, a book title). For example: A Pun-derful Tale may have communicated that the book under review had a lot of fun puns, but it doesn't inspire action and would really be more effective as a tagline to a second line of title (which is not available here).
Be Informative and Accurate
It's really not the title's only job to get people to read your review. It also has the job of helping people decide when not to read your review. If you gain a reader under false pretenses, you've wasted his or her time and that person will be less likely to read your other reviews or to rate you very highly. Show integrity, include in the title only that which is covered in the review. For example:
Hying to the Hilton is an opinion I included in the travel section. It was important that the Hilton be part of the title. Without it, readers perusing the topic list because they had a future trip to Atlanta planned where they'd be staying with an aunt, would waste their time reading my review. I'd rather they save their time and read something of mine that will be useful to them. (Or indeed, read something of someone else's).
Fun Toy I cringed when I went back and read this. This tells the reader NOTHING (and it's missing a verb). It may be accurate, but it could describe any toy created in the last 500 years.
Be Clever and Original
Be creative and have fun. If a title can make a reader smile or gasp or do a double take, you've done an outstanding job (provided the gasp or double take isn't vulgar or due to outright title lies). Play with the language, make it do new things. This is probably the toughest thing to do. It's also the highest risk. Clever doesn't always work.
Some examples:
Listen to the Lyrics This is personally one of my favorites. The book I was reviewing was extremely lyrical in the author's use of language. Her voice was so strong that you could hear it while you read. So I attempted to write a title that was similarly lyrical. (The occasional use of alliteration doesn't hurt either, though it can be overdone.)
Veggies go Fruity Again, a slight pun for a review of a video in which Veggie Tales added a blueberry to their cast list.
On Guard, Ye Scurvy Dog Actually, I must share the credit for this title. It was what one of the young children in my home called out when they first began playing with the toy under review. Listen to what people say about the product you are reviewing--you might find title inspiration.
Surviving This Ending is Tough For this title, I borrowed from the title of the book, made it a verb and then expressed my opinion.
Start Fresh
The title is what is read first. Remember that your readers won't necessarily have the background information that you do. Make your title understandable to the person who has never before seen the product you're reviewing.
Any Other Suggestions?
This isn't a rule or guideline or tip, but... I really dislike reviews that start by completing a sentence started in a title. I find it disjointed and causes me temporary confusion when I should be concentrating on the wonderful things you have to say in your review.
Vulgarity is rarely necessary if a person is creative.
Try to make the review title reflect the tone you took with the review.
Well, I've now broken my self-imposed rule of keeping reviews succinct, so I'll end this essay now.
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Epinions.com ID:
Redlass
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 - Top 500 |
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Member: Bridgette
Location: Lansing, Michigan
Reviews written: 526
Trusted by: 482 members
About Me:
I have many loves: family, books, theater, writing, and the many communities I belong to.
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