1. 1. GET THE HEADLINERIGHT
2. 2. Cre a ting g o o d content and especially headlines is a s p o rt.
3. 3. On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest. - Brian Clark (2014a)
4. 4. So, you need to capture the eye
5. 5. Do you want to be r emember ed and make the most awesome historic things?
6. 6. ear n the cr edit, and the...
7. 7. RI GH T
8. 8. T hen, headlines of your content is critical.
9. 9. Your headline is the first, and perhaps only, impression you make, and without a compelling promise, your words may as well not even exist.- Brian Clark, 2014a
10. 10. 1. USEFUL 2. URGENCY 3. UNIQUE 4. ULTRA-SPECIFICthe 4-U's Brian Clark (2014b, p. 50-51).
11. 11. The first thing to keep in mind is that a headline is a promise. It promises some kind of benefit or reward in exchange for attention.- Brian Clark (2014b, p. 50).
12. 12. Some templates
13. 13. 14, p. 31-38. Headline formulas from Dan Rieck, 20Say it simply.FREE socks hereState the big benefit.Get our food basket when you buy a dozen roses for your loved oneAnnounce exciting news.At Last, the new iphone is outThe how-to headline.How to get the best headlinesThe provocative questionStill smoking, despite the New Year's statement? Then read this Stop wasting money on books, get them online here for FREEBark a command Offer useful information The testimonial headline10 things you must consider to get the headline right I found this headline really useful, maybe it'll work for you too?
14. 14. 2014b, p. 40-48. Headline templates from Brian Clark,The lazy [blanks] way to [blank] See how easily you can [blank] You dont have to be [something] to be [blank] Do you make these [blank] mistakes? How [blank] made me [blank] Are you [blank]? If youre [blank], you can [blank]
15. 15. 2014b, p. 25-30. Headline templates from Brian Clark,Who else wants [blank]? The secret of [blank] The method that helps [blank] to [blank] Get rid of [blank] once and for all A quick way to [blank] [Do something] like [world-class example] Have a / Build a [blank] you can be proud of What everybody ought to know about [blank]
16. 16. But do they work?
17. 17. Statement 1.
18. 18. Can the 80-year-old headline structures possibly work in the modern social media environment? Truth is, Brian Clark used one such structure for a post that made an appearance on just about every social media news site, and brought in over 70,000 unique visitors.The secret is the grammar, and the 4-U's.Brian Clark (2014b, p. 44).
19. 19. Statement 2.
20. 20. But Too many people are using the same formulas over and over, [and] badly. This is likely because people did not heed the warning about headline templates that youll hear from any copywriter, which is to understand why they work before trying to use them. When you understand why the original headlines worked, youll be able to select an appropriate structure, and youll be a better headline writer in general. If you dont, you might not only write a bad headline, you might come off looking bad in general. Brian Clark (2014b, p. 44).
21. 21. If you shar e your content in Twitter, you need to have an eyecatching headline. People ar e scanning more r uthlessl y than ever befor e.
22. 22. Test with Fast Company (Widrich, 2013).1st tweet2nd tweet
23. 23. Another tip from copyblo gger Graphic by Dan Zarella, (Widrich, 2013)
24. 24. ROUND UP
25. 25. e, 2008. Headline formulas from Darren RowsGOOD POINTERS, and good summary Use keyw ords Create a debate Ask a question Personalize title Big claims and promises Humor titles Use power words, such as free, stunning, discover, secrets, similarly, quick and/or easyWhat's your purpose, and who is your target?
26. 26. 1. USEFUL 2. URGENCY 3. UNIQUE 4. ULTRA-SPECIFICthe 4-U's Brian Clark (2014b, p. 50-51).
27. 27. R em em ber? Cre a ting g o o d content and especially headlines is a s p o rt.It's hard work!
28. 28. Practice, practice, practice!
29. 29. But the most useful way to think I've learned is...
30. 30. The major selling point. It's not why something fits in, it's how. Therefore will how never die, I think.
31. 31. References Clark, Brian (2014a). Magnetic headlines [Blog]. Available: http://bit.ly/1hxAxsi [2014-01-07]. Clark, Brian (2014b). How to Write Magnetic Headlines. [Elektronisk]. Available: Copyblogger [2014-01-07]. Rieck, Dan (2014). In Clark, Brian (2014b). How to Write Magnetic Headlines. [Elektronisk]. Available: Copyblogger [2014-01-07]. Rowse, Darren (2008). How to craft post titles that draw readers into your blog [Blog]. 20 august. Available: http://bit.ly/1dhjYPr [2014-01-08]. Widrich, Leo (2013). A scientific guide to writing popular and sharable headlines for twitter facebook [Blog]. 22 october. Available: http://bit.ly/1cQie9Z [2014-01-08].
32. 32. [work by] @rutkerstin www.lindajoanna.se