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NEWS FETCH – MARCH 27, 2012

TOP NEWS

SOUTHERN HEMISPHERE 2012 HARVEST

CALIFORNIA BRIEFS

DIRECT SHIPPING & PRIVATIZATION

PUBLIC COMPANIES & INVESTING

MATTERS OF TASTE

ONLINE, TECH & SOCIAL MEDIA

AG, GROWER & CELLAR NEWS

U.S. REGIONAL WINE NEWS

EUROPE

THE UK

OH CANADA!

PACIFIC RIM

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.

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