How do you think up good headlines? Do you use certain techniques? John Schandler, a news editor at the St. Petersburg Times, shares the methods he uses when he gets stuck. As he notes, "These help get me beyond groaner puns."
WORD ASSOCIATION: Maybe the most common method. Think of key words and do some free association to develop angles. This is how most wordplay, good and bad, seems to develop. Good wordplay makes good use of contrast, or delightfully twists a phrase or is somehow pleasing to the ear. It is not a groaner pun, and it desn't rely purely on alliteration. A great wordplay example from sports (and a monthly contest winner): So close, so Favre (when Brett Favre and the Packers stole a game from the Bucs). Think also of rhyming words, or words that sound like they look: gritty kitty, for example, or beep and boom. the reader can almost hear the line.
MENTAL PICTURE: What picture comes to mind as you read the story? Use that in your headline. Prime examples: Uprooting fallen history and Square peg, round world. Both are recent headline contest winners. Also, these recent heads: Wearing jackets of ice, crops weather freeze; Flecks of Hitchcock, swirled in a snow globe; Bashful moon to blush as earth passes by; and From intensive care to death chamber.
PERFECT VERB: A fresh verb can really make a headline. Great examples: Summer muscles its way into spring; Deputies inch toward unionization. this also creates a strong mental picture. Strong, well-chosen verbs often do that.
PERSPECTIVE: Come at the head from a different viewpoint. For example, instead of writing the head from the government's perspective (Officials consider later high school starting times), write it from the affected person's perspective (High schollers, don't reset alarm yet). This is also good advice for reporters writing government stories. Last month's winning headline directly addressed readers: Have faith, the rookie does. A change of perspective can do wonders.
EMOTION: Go for the emotion in the story. Is there anger? Love? Frustration? Desperation? Appreciation? Respect? Elation? Shame? Embarrassment? Readers respond to emotion. Hit 'em in the gut or heart. A headline contest winner: In the hot glare of fame, secret is revealed (Classy but still emotional head on story about Dr. J acknowledging Wimbleton sensation Alexandra Stevenson is his daughter.) And these: Thief wanted gifts; she let him have it (can you feel the revenge?); Leaving as she stayed: quietly (strength in the face of adversity); Brage's little house of hope; Heal ever, forget never (on a post-Columbine story); and When dialing # * turns into @!$&!
QUOTE: Is there a great quote that sums up the story? Don't overuse this technique, but it can be effective: "He never had a chance."
FORESHADOWING: Give readers a compelling detail that foreshadows the action and makes them wonder, but doesn't frustrate them with vagueness. The "hot glare of fame" head fits in this category, too. Instead of banging people over the head tabloid-style with Dr. J admits tennis star is his love child, we took another, better route.
SPECIFICS: Sometimes, just making a headline more specific really helps. If you have a rather vague head, sub in specifics. This method works on many everyday heads. Instead of Slain woman mourned at service, try 1,500 attend funeral for slain woman. How many people have that great a number of mourners show up for their funeral? This was what made the story good enough to go on a section cover.
VISUAL TECHNIQUES: Is there some way visually to get across a lot of information?
