5 sexy seconds….

by Katie Ledger on December 10, 2007 · 0 comments

in Uncategorized

“Freddy Star ate my Hamster”

“The Liar, The Witch and The Wardrobe” – (Anne and John Darwin)

“Zimbabwe was a bread basket and now its a basket case” – (John Sentamu – Archbishop of York)

 “The Ego has landed” ( Jose Mourinho)

“Tiger Woods plays with his own balls, Nike says”

Just a few of the serious and not so serious headlines that come to mind…..note many of the news headlines are pretty negative in tone. I  believe you can write a good headline that is clever and funny without having to be all doom and gloom. Interesting to read Mr Clayton’s blog and the depths to which he will go to find inspiration for his blog headlines 🙂

I help people and businesses to quickly explain what they do. I ask them to think of it like a TV News Bulletin. The “Bongs” ( I used to work at ITN) get across a headline ( the hook)  in about 5 secs. These are usually written in a way that makes you want to listen to the “lead in” ( the three sentences that the news presenter reads). This is then the story again in a bit more detail but with then sole aim of getting you to watch the main package ( maybe 2 mins).  Thus as a journo you need to be able to tell that story in 5secs, 20 secs and 120 secs. Sometimes I even get to make a special report for BBC Click (think old style Channel 4 News) which maybe a whopping 8 mins.

My point is that whatever your message – you need to be able to put it across quickly and with interest for the listener. What will THEY be interested in hearing?

Think Headline – what’s my hook to get them interested?

Body – quick tour of the essentials to THEM

Story – a bit of personality and a short story to illustrate

Summary – the headline re-worked with call to action.

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