Headline Don’ts

The “So What?” Test Along with taking care, dropping articles, keeping prepositions on the same line with their phrases and using numerals in writing, headline writers have one more duty. They have to make sure that the headline gives people the answer to the “So what?” question.

The “So What?” Test It’s not enough that the headline is accurate: City Council meets on Tuesday. The headline needs to tell the reader something about what has happened or what will be happening: Council considering bond issue.

What Not to Do 1. Don’t go beyond the facts of the story.

What Not to Do 2. Don’t forget to apply that dirty mind. A story on banning tires: Stud tires out. Fighting a fire: Californians contain fire. Court case: Police say man hid crack in buttocks.

What Not to Do 3. Watch out for unintentional humor Hershey bars protest Wife charges battery Teacher strikes idle kids Pedestrian Is Critical After Being Hit by Car

What Not to Do 4. Remember that readers consider each line separately. Mauston’s Hospital Needs to be Filled

What Not to Do 5. Mixed metaphors can create havoc. New boat floats like lead

What Not to Do 6. Watch out for names with double meanings. Lions to sell circus tickets

What Not to Do 7. Avoid tasteless attempts at humor. Deaf man to get new hearing

What Not to Do 8. Don’t repeat a clever lead in the headline. This ticks off the reporter. It also bores the reader.

What Not to Do 9. Don’t let problems with the count lead to word torture. 17 pearls are found By woman in oyster Violators fined $200 Or 20 days in Peoria

What Not to Do 10. Never hyphenate a word break. Instead, rewrite the headline.