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What makes a successful headline and standfirst combination?. You’ve only got a few seconds to pull your readers onto the page. Success depends on how well you put three elements together:. Your subject. Your reader. and what your magazine is aiming to do with it. And one more thing.
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What makes a successful headline and standfirst combination?
You’ve only got a few seconds to pull your readers onto the page
Success depends on how well you put three elements together: Your subject Your reader and what your magazine is aiming to do with it.
And one more thing It needs to feel new As if they haven’t read it before
The label Why it will work: If the subject sounds attractive to your readers Why it won’t: If it doesn’t, there are no verbs to give it life
The mystery Why it will work: • If it lures the reader in to find out what it means Why it won’t: • If it’s so obscure the reader never sees the connection • If it’s so dull the reader can’t be bothered to find out
The pun Why it won’t work: • If it doesn’t suit the story Why it will: • If it’s clever • If it gives the reader an “insider” feel • If it draws on a shared cultural reference
Why it will work: If you are engaging directly with the reader
The question Why it will work: • If it engages the reader • If it is a riddle and they want to know the answer Why it won’t: • If they can say no • If it’s dull
The quote • Why it will work: • Because the reader cares about the person who says it • Because it tells the reader something they want to know – no matter who says it Why it won’t: • If it’s dull
The description Why it will work: • Because it’s describing something unusual or interesting • Because it makes the most of a great image
The two-parter Why it will work: • Because the first bit is interesting enough to lead you on to the second Why it won’t: • Because it isn’t
Heads up on heads • It’s part of a package – make it work with everything else on the page • Try to make everything work both separately and together • Make it work with the illustration (that doesn’t mean describing the pic) • Make sure it makes sense on the first reading • Test it for the obscure factor
Make sure it fits the tone of the story • Try to use active verbs (especially in newsier pieces) • Use punctuation to add impact • Use strong language • Ban overused words • Don’t use the same kind of head over and over again • Use colour and typography to pull the reader in
Heads up on heads Break these rules (as long as you’re sure the head works for the reader) Create a unique headline style for your mag with your use of language, tone and look
Stunning standfirsts Offer the reader a taster
13. The classic (first clause sets it up) Verona The river may be getting shallower, but Tim Parks derives deep satisfaction from paddling his canoe through the city
18. The question How can you tell when she’s faking it? What does all that shopping mean? And hang on, how come she always knows where your car keys are? Is she psychic? No, but this is your chance to see inside her mind, as we explain the greatest mystery man has ever known…