Jeremy Butterfield

Making words work for you

Business Writing Skills: some tips for catchy headlines

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In my previous blog on headings, I suggested that headings perform several crucial functions.

1. whetting readers’ curiosity;
2. providing sound bites of your topics;
3. helping readers home in on what is relevant to them;
4. helping you plan and structure what you write.

 

colourful_lettersToday I would like to analyse the first two.

Whetting readers’ curiosity.

Your first task as a business writer is to motivate people to read what you have written. Their hearts may sink at the sight of yet another document, so it is your job to overcome their reluctance. Here are some thoughts on how to do just that.

Take a tip from journalists.

First, grab attention.

Journalists are great at creating headlines and summaries that grab the attention of readers, viewers and listeners. They do it not only in newspapers and online news, but also on TV and radio. Granted, in a serious business report it is not appropriate to use tabloid style headlines. But you can still use headings that are interesting rather than bland.

Some examples.

Here are three news headlines picked at random (on 28 November 2012).

‘You can photograph nudes anywhere’. (Yahoo news)

Intriguing, isn’t it? It makes you want to find out more. You sense there’s a saucy story behind these five words. (The item is about the Pirelli 2013 Calendar.)

‘UK rivers remain on flood watch’. (Guardian)

Very matter of fact, but it alerts people who could be affected to find out more.

‘One in ten workers underemployed.’ (BBC News)

Lays out the whole story in five words. If you go to the article, you find that the heading is slightly different: Underemployment affects 10.5% of UK workforce. Notice how the headline puts the figures in a way that people can understand at first glance, rather than as a percentage.

I can’t do that in business writing!

You may not be used to it, but why not try it? Here are six tips.

1. Use questions.

They engage the reader. Instead of the bland and uninformative “Current market situation” how about “Where is the market heading?“, “What’s new in the market?“, “Can the market grow any more?” and so on.

2. Create a picture.

People visualize as they read. Help them do that by suggesting an image. Like the Pirelli Calendar above.

3. Keep headings short.

Five to seven words is about right, as in the news headlines above.

4. Zap unnecessary words.

Use newspaper headline style to get rid of words such as “the” and “a”.

The court rules in Bonzo’s favour” becomes “Court rules in Bonzo’s favour“.

5. More than one headline per page.

Exactly how many depends on what you are writing about. A single-page memo could have three or four.

6.Help people understand figures at a glance.

The BBC example above shows one way of doing this.

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Author: Jeremy Butterfield

Editor of Fowler's Dictionary of Modern English Usage. Writer, wordsmith, copywriter, copy-editor and lover of words. I provide editing, web copywriting, and marketing copywriting services in the Central Belt of Scotland, including Stirling, Glasgow, Edinburgh and surrounding areas, as well as throughout the UK. You can find me on Twitter @JezzB2.

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