1. HEADLINES Grabbing reader attention

2. WE NEED HEADLINES. WHY? They attract attention They provide a link to content

3. AND WE NEED SECONDARY HEADS. WHY? They give us content clues They provide a link

4. HEADLINE TERMS: Primary or main headline: The main part of the headline; the most important words Secondary or subheadline: Usually in sentence form, it adds information either above or below the main headline Both are necessary parts to every headline package.

5. HAMMER: This pattern features a primary headline over one or more lines of a secondary headline. HAMMER IT After the main headline pulls the reader onto the spread, the detailed secondary headline provides specifics

6. KICKER: In this headline pattern, a label often sits atop the main headline WHAT A KICK After the main headline pulls the reader onto the spread, the detailed secondary headline provides specifics GIRLS’ VARSITY SOCCER

7. WICKET: This headline pattern is the opposite of the hammer with the secondary headline on top Drawing the reader into the story is one function of well-written MAIN HEAD

8. TRIPOD: This headline pattern places the secondary headline beside the primary headline. Drawing the reader into the main head gives the tripod POWE R

9. STYLE GUIDELINES: Write with action verbs Write in present tense Use single, not double, quotes Forget the periods in main heads Avoid abbreviations Go for impact, cleverness Magazine-style heads may not be always be phrases with verbs

10. VISUAL / VERBAL LINKS: The key to powerful headlines is to establish a strong visual/verbal connection between the dominant photo on the spread and the main headline

15. POWER IT UP: Want even more bang to your headlines? Try these techniques: alliteration onomatopoeia rhyming pop-culture references puns and word play clichés and common sayings

16. ALLITERATION

20. ONOMATOPOEIA

22. RHYMING

26. POP CULTURE REFERENCES

31. PUNS AND WORD PLAY

35. CLICHES AND COMMON SAYINGS

38. PAY ATTENTION AND LOOK AROUND YOU— Magazines and newspapers can be great sources for inspiration but don’t stop there.

39. MAKE THAT VISUAL /VERBAL CONNECTION That’s what grabs the readers and pulls them into the story.

40. HEADLINES created in conjunction with Lynn Strause Herff Jones Special Consultant