SOUTHERN HEMISPHERE 2012 HARVEST
DIRECT SHIPPING & PRIVATIZATION
PUBLIC COMPANIES & INVESTING
MATTERS OF TASTE
ONLINE, TECH & SOCIAL MEDIA
AG, GROWER & CELLAR NEWS
U.S. REGIONAL WINE NEWS
NOT JUST FOR THE TRADE
APPOINTMENTS & ANNOUNCEMENTS
C’MON FOLKS! You want people to read your words or NOT?
Write a short headline that means something to somebody or just hit DELETE.
Long, obscure headlines invite people to leave. Quickly.
Sometimes I have the time to re-write a headline. Sometimes, like today, I don’t. There are some good points in the links below. But you wouldn’t know it from the deadlines. So, a few thoughts on headlines:
If you’re going to take the time to write it, take enough time to write a head that attracts readers. Otherwise, recognize yourself as an existential masochist screaming into the void.
Put yourself in a reader’s shoes and answer the big question: “who cares?”
You better answer that fast and well.
And that means getting rid of meaningless first words and phrases like “Monday Moanings” or “What I liked today,” or “Humongous Megacorp, a major supplier of something another, announced blah today that …” Clue: nobody cares.
You MUST tell people why something matters, what it does and why they NEED to read your short, meaningful headlines.
Active verbs folks. Hint: “announce” ain’t active enough to matter.