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.

3HAMMER | 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 10-15 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 warsonce upon a star = once upon a carcarpe diem = CARpe diem

• auto: lotto, mottoAUTOmotives

• wheels: peals, steals, dealsthe wheel deal

• keys: pleasepretty 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