Write It Well

If you get stuck when you’re writing a headline or a sentence, try rearranging the words. Here’s an example of an awkward two-part headline:

What “cage-free,” “fertile” and other egg labels mean:

“Fertile” is kind of goofy, “vegetarian-fed” is kind of weird, but “cage-free” is serious (and big) business

– Francis Lam, Salon.com

Good writing usually feels effortless to read. The article’s subtitle is long, but it’s easy to understand because its structure is parallel.

The main title is a little difficult to take in. The reader has to wait to see the crucial verb – “What this, that, and other labels mean.” That’s a long time to wait for meaning.

Juggling the words around improves the headline’s readability: “‘Cage-free’ and ‘fertile’: What egg labels mean.”

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Click here for Write It Well’s list of nine quick ways to make your headlines stronger.

Our book Professional Writing Skills shows you how to maintain parallel style, use verbs skillfully, and write concisely. All these skills are necessary to craft effective headlines.

Too busy to make sure your writing is engaging and easy to follow? Hire Write It Well to copyedit your documents. We’ll make sure your writing is clear and concise so that it makes the best possible impression of your organization.

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The New York Times has a great new article about how testing yourself helps you retain information. Its headline is “To Really Learn, Quit Studying and Take a Test.”

The headline needs work. “Really” is a vague word that tends to weaken verbs. (If you weren’t really learning, then how were you learning at all?) And the split-infinite verb “To Really Learn …” is a lackluster beginning.

We’d suggest these equally concise, more eye-catching headlines:

Boost Learning: Quit Studying and Take a Test

Want to Learn? Quit Studying and Take a Test

Headlines are often stronger when they lead with a verb like “Boost” in the imperative mood. A question is another way to catch a busy reader’s eye.

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Click here for Write It Well’s list of nine quick ways to make your headlines stronger.

Our book Professional Writing Skills shows you how to avoid vague language, find active language, use verbs skillfully, and write concisely. All these skills are necessary to craft effective headlines.

As for self-testing, all of Write It Well’s books and e-learning modules incorporate practice questions to help you master our tips and techniques for better business writing. You can test your knowledge and apply it to your own e-mails, proposals, and other documents – making yourself much more likely to remember what you learn.

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Headlines are essential for marketing writing: they’re your first opportunity to catch your reader’s attention and spark their interest in your message.

Whenever possible, use the imperative voice in your headline. The imperative voice is a grammatical mood that expresses a command or, in this case, influences the reader’s behavior:

• “Land a Better Job”
• “Put an End to Migraines”
• “Erase Your Negative Credit Marks”
• “Cancel Your Debts”
• “Stop the Flu Dead in Its Tracks”

Here are nine ways that successful headlines engage or involve the reader:

Offer a strong, compelling promise:

“Open Your Own Personally Branded, Fully Stocked Online Store in 15 Minutes”

Highlight benefits to the reader:

“The World’s Richest Source of Cash—And How You Can Tap into It to Start or Grow Your Business”

Explain exactly what the offer is:

“Earn Your Master’s Degree Online in 18 Months or Less”

Appeal to the emotions:

“Will These Internet Trends Kill Your Online Business?”

Use specifics:

“How Adam Ginsberg Made $15 Million on eBay in 2003”

Arouse curiosity:

“Words That Command People to Do Your Bidding”

Call out to a specific target audience:

“The Sales-Closing Techniques of a Self-Made Billionaire”

Make an announcement:

“$2 Million Scientific Project Unlocks the Secret of Aging: How You Can Become Biologically Younger”

Ask a question:

“Does Coral Calcium Really Reverse Aging, Extend Your Life Span, and Cure Cancer?”

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