In Web World, Headlines More Notable than Ever

Shift to web makes headlines even more notable.

The most notable part of a news story has always been the headline. Whether in a newspaper, magazine, or online, editors have to pique the reader’s interest. But headlines are more notable on the web than in print media.

Print publications have the added benefit of drawing readers in with pictures, subheads, and even the lead paragraph. On the web, seeing this additional information often requires a click.

Consider today’s headlines on CNN.com:

– Med student to be arraigned in Craigslist slaying
– Ticker: Cheney calls Obama move ‘disturbing’
– Woman tried to evict husband, disappeared
– Police probe alleged bid to sell ‘Slumdog’ actor
– Nazi victim: Pursuing war criminals not worth it
– Former astronaut: Man not alone in universe
– Groom dies in wreck on his way to church
– Teen made $50,000 smuggling drugs
– Following sports stars … on Twitter

The headline writer has regarding 6 to 8 words to get the reader interested enough to click. The writer needs to get people interested but not mislead them.

I’m not excellent at headline writing. I’m overly cautious to not write misleading headlines (OK, with a few exceptions). If a user clicks a headline claiming the article is the most notable they’ll ever read, and it’s not, they’ll stop reading the publication.

Fortunately, the typical web writer is becoming more skilled at the practice. Even if all you do is write a Google Adwords ad or use Twitter, you are learning the importance of getting your message across succinctly. It’s almost like everything you do requires a headline. One of the most crucial skills in the web world is being succinct. Those that can nail their 30 second elevator pitch or get a point across in a text message can succeed. Others will not.

Man, I feel sorry for lawyers.