Clever Headlines
Headlines catch readers' attention and give them a hint as to what news stories, articles, and advertisements are all about. Most headlines use conciseness and well-placed verbs to provide a succinct article synopsis. Others allow a little ambiguity in an attempt to peak a reader's interest. Clever headlines should contribute to an article or story, but are frequently used to exhibit the writer's wit, convey a sense of playfulness, and even make the reader feel witty. The rare newspaper, magazine, or other publication that regularly makes use of clever headlines usually have strong followings.
The problem, however, with clever headlines is that they are not always clever. Many writers create a headline or title only to have it berated or dismissed by the public. Puns, culture references, or double entendres may not always be easily understood, therefore the message the headline was attempting to relay becomes lost. Plus, dreaming up a witticism is not always easy to do.
Many professionals suggest writers avoid attempting to write clever or witty headlines for three main reasons:
First, a writer's headline must compete with hundreds of other headlines for the attention of the reader. A reader scanning headlines won't want to stop to decode one bogged down with literary references or clever quips, and they'll skip right past it, including the article or ad itself.
Secondly, a confusing headline with clever intentions can detract from the product being advertised or the story being reported on.
Thirdly, specific, clear headlines are easier for internet search engines to find.
Nevertheless, if a writer has the desire to stretch their creative wings, or if an assignment calls for a clever headline, they should keep these points in mind:
- Clever or witty headlines should never make a reader groan, flip past the ad or article in annoyance, or make them run away screaming. Always try to write inviting witticisms that draw readers in. A headline that leaves a reader scratching their heads isn't working.
- Avoid specific terminology. A witty headline full of slang or jargon that would only be understood by a professional weight lifter or member of a special group, club, or clique will not score points with readers. Headlines, however witty, should be written using terminology that will be understood by a broad range of readers;
- Unless a writer manages to come up with a winning way to use a cliché in their headline, clichés should be avoided;
- Sometimes, headlines that are written using a word play can work well and intrigue readers. However, wordplays on people's names are frequently in poor taste, and a wordplay involving news or a business can trivialize the issue being written about. Tread carefully when choosing to use a wordplay in a headline;
- If a writer decides to use a word-play, pun, or other piece of wit in their headline, it should be able to contribute something to the piece, not flaunt the writer's abilities.
There may or may not be exceptions to these guidelines. Clever or cute headlines should be reserved for the rare instances when they compliment or are able to deliver the most to a piece of writing. However, a future of news without any clever, witty, or "punny" headlines may not a pleasant outlook. Many people, in fact most people, enjoy clever headlines that grab their interest, or a headline with a witty cultural reference that makes them feel smart. Headlines don't have to be one-liners; a subtle piece of clever writing that compliments the story or ad is plenty.
The internet has several websites devoted to the task of helping writers create headlines with a bit of quip, if they need assistance. Remember however, that trying too hard to create a clever headline could end in disaster. When in doubt, a writer should ask his or her friends for opinions or do a little research by checking out internet postings of "the worst headlines" to make sure their headline doesn't possess any similarities.
