It’s simple advice, but it’s helped me more times than I can count.
We all know that a blank page can be overwhelming and if you’re trying to write a beautifully written, poetic 3-10 word headline that will inspire a consumer to change their behavior, forget about it.
So before you try to write that perfect sentence, figure out what you’re trying to say.
Here a few famous headlines and what the “straight” versions might have been.
STRAIGHT: If one tiny thing is wrong with our car, it won’t make it past the inspection.
STRAIGHT: Riding a Harley is a better experience than riding in an airplane.
STRAIGHT: If you read our newspaper, you’ll be the smartest person in the room.
So the next time you sit down to write that award-winning headline, figure out what you’re trying to say first. Literally write that sentence on the top of your page and keep looking back to it to re-ground yourself and make sure you’re on the right track.
While we’re on the subject of great headlines, what are some of your favorites?