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Good headlines should have the
following two principal attributes:
① They select, from the
total readership of the publication, those readers
who are (or can be induced to be) interested in the
subject.
② They promise them a
worthwhile reward for reading it. |
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The headline
is like a flag being held by up by a flagman alongside a
railroad track. He is using it to try to get the
immediate attention of the engineer of an approaching
train - so that he can give him some kind of message.
The message on the flag must be persuasive enough to
compete with all the other destructions. It must capture
attention.
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A talk is a
voyage... Cut out modifiers. Cut out connectives. Begin with
words that demand attention. |
Dale
Carnegie |
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Amaze your
audience! Help your readers stretch and
grow.
Speak from your soul, and every soul will open up and respond.
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Use the
time of a total
stranger in such a way that he or she will not feel the time was
wasted. |
Kurt
Vonnegut |
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"If you have an important point to make, don't try
to be subtle or clever. Use a pile driver. Hit the point once. Then come back
and hit it again. Then hit it a third time − a tremendous whack."
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