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MODULE 11: HEADLINES

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.

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MODULE 11: HEADLINES

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  1. MODULE 11: HEADLINES

  2. Headlines provide a powerful entry point for readers. Components combine for storytelling power. Primary and secondary headline patterns add interest.

  3. PRIMARY HEADLINE | A few well-selected, creatively designed words capture the reader and deliver the key message.

  4. KICKER | A short, single-line secondary headline is placed above the primary headline.

  5. WICKET | A detailed secondary headline is placed above the primary headline.

  6. HAMMER | A detailed secondary headline is placed below the primary headline. 3

  7. TRIPOD | The secondary headline is placed beside the primary headline.

  8. A solid understanding of content results in better headlines. Word play and brainstorming are useful strategies. Guidelines lead to quality and consistency.

  9. STEP ONE|List 10-15 key words that describe and relate to the story. • gas • cool • style • wheels • car • drive • keys • money • friends • insurance • happy • auto • color • wrecks • dates • expensive BRAINSTORMING | Teams of two or three make generating a list of key words much easier.

  10. STEP TWO|Brainstorm rhymes for words with storytelling potential. • wheels: peals, steals, deals • wrecks: decks, pecks • dates: mates, plates • friends: bends, spends • happy: pappy, sappy • auto: lotto, motto • car: star, far • drive: alive, strive, five • keys: please • money: honey, bunny, funny • gas: pass, mass • cool: school, pool STORYTELLING | Words that have significance and relate to the topic.

  11. STEP THREE|Craft words and phrases that creatively capture the story. • car: star, far • star wars = car wars • once upon a star = once upon a car • carpe diem = CARpe diem • auto: lotto, motto • AUTOmotives • wheels: peals, steals, deals • the wheel deal • keys: please • pretty please = pretty keys LITERARY TECHNIQUES | Inspire creative word play.

  12. Graphic details create dynamic headline presentations. Capitalization styles create a variety of looks.

  13. RHYME | The secondary headline provides specifics to support the catchy primary headline.

  14. PUN | A creative primary headline establishes the angle for the story. The secondary adds specifics.

  15. ACRONYM | A popular acronym is given a different meaning for the primary headline.

  16. MODULE 11: HEADLINES

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