We've all heard the saying "Don't judge a book by its cover". And yet we all do it. An attractive cover immediately catches our eye and pulls us in; an unattractive one turns us off. The same is true of headlines. We are attracted to captions that are humorous, witty or sensational; we tend to ignore captions that are boring or run of the mill.
The headline is one of the most important parts of a feature article: it is the first thing the reader sees, it's what the reader recalls, it gives the reader an idea of the article's content, and it gives the writer the best opportunity to market the article.
According to David Aston, here are some ways to write a headline:
1. Use a how to headline
ex. "How to Tie a Tie in 5 Easy Steps", Esquire (http://www.esquire.com/style/advice/a25665/how-to-tie-a-tie-easy/)
2. Identify and Solve a Problem
ex. "To Fall in Love with Anybody, Do This", New York Times
(http://www.nytimes.com/2015/01/11/fashion/modern-love-to-fall-in-love-with-anyone-do-this.html?_r=0)
3. Make a Statement
ex. "Ambush of Policemen Triggers Manhunt in Racially Tense Ferguson", Reuters (http://www.reuters.com/article/2015/03/12/us-usa-missouri-shooting-protest-idUSKBN0M80CJ20150312)
4. Strike a Note of Controversy
ex. "Map of Shame; Do Canadians have access to world class cancer treatments? Only if you live in the right province", Reader's Digest (http://www.readersdigest.ca/health/healthy-living/map-shame/#GDMdvGCWAxkk1Yfs.97)
5. Pose a Question
ex. "What's Wrong with the Blurred Lines Copyright Ruling?", New York Times http://www.nytimes.com/2015/03/12/arts/music/whats-wrong-with-the-blurred-lines-copyright-ruling.html?nl=todaysheadlines&emc=edit_th_20150312
6. Offer an Explanation
ex. "Help from the Hit Man: Music producer David Foster does more than make gold records; he fosters a charitable organization dear to many Canadians' hearts", Reader's Digest
7. Use intrigue
ex. "Merchant of Murder: Civil Servant Rick Mofina Kills people -- in his mind, as a crime fiction writer", Reader's Digest
8. Finality (ultimate, best, only)
ex. The 25 Best Diet Tips of All Time, Prevention (http://www.prevention.com/weight-loss/diets/25-best-weight-loss-tips-ever)
9. make it unusual
ex. "Wall Street Lays Egg", Variety, Black Monday, 1929
(http://fineartamerica.com/featured/wall-street-lays-an-egg-famous-everett.html)
10. make it sensationalistic
ex. "Headless Body in Topless Bar", New York Post (http://nypost.com/2010/02/22/83-killer-in-denial/)
11. use a simile or metaphor
ex. "Coffee So Fresh You'll Want to Slap It", Reader's Digest
12. refer to an historic event
ex. "Gold Rush: Can Canadian Olympic Athletes Hope to Score Some Heavy Metal?", Reader's Digest (http://www.readersdigest.ca/travel/world/10-greatest-summer-olympic-games#5hPQ00BD17SjgZLx.97)
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