MODULE 11: HEADLINES. Headlines provide a powerful entry point for readers. Components combine for storytelling power. Primary and secondary headline.

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Presentation transcript:

MODULE 11: HEADLINES

Headlines provide a powerful entry point for readers. Components combine for storytelling power. Primary and secondary headline patterns add interest.

PRIMARY HEADLINE | A few well-selected, creatively designed words capture the reader and deliver the key message.

KICKER | A short, single-line secondary headline is placed above the primary headline.

WICKET | A detailed secondary headline is placed above the primary headline.

3 HAMMER | A detailed secondary headline is placed below the primary headline.

TRIPOD | The secondary headline is placed beside the primary headline.

A solid understanding of content results in better headlines. Word play and brainstorming are useful strategies. Guidelines lead to quality and consistency.

STEP ONE | List key words that describe and relate to the story. car drive keys money gas cool style wheels color wrecks dates expensive friends insurance happy auto BRAINSTORMING | Teams of two or three make generating a list of key words much easier.

STEP TWO | Brainstorm rhymes for words with storytelling potential. car: star, far drive: alive, strive, five keys: please money: honey, bunny, funny gas: pass, mass cool: school, pool wheels: peals, steals, deals wrecks: decks, pecks dates: mates, plates friends: bends, spends happy: pappy, sappy auto: lotto, motto STORYTELLING | Words that have significance and relate to the topic.

STEP THREE | Craft words and phrases that creatively capture the story. car: star, far star wars = car wars once upon a star = once upon a car carpe diem = CARpe diem auto: lotto, motto AUTOmotives wheels: peals, steals, deals the wheel deal keys: please pretty please = pretty keys LITERARY TECHNIQUES | Inspire creative word play.

Graphic details create dynamic headline presentations. Capitalization styles create a variety of looks.

RHYME | The secondary headline provides specifics to support the catchy primary headline.

PUN | A creative primary headline establishes the angle for the story. The secondary adds specifics.

ACRONYM | A popular acronym is given a different meaning for the primary headline.

MODULE 11: HEADLINES