{"id":10572,"date":"2021-04-03T01:00:24","date_gmt":"2021-04-03T05:00:24","guid":{"rendered":"http:\/\/www.wyliecomm.com\/?p=10572"},"modified":"2024-01-17T09:54:07","modified_gmt":"2024-01-17T13:54:07","slug":"stop-it-with-the-ing-ing-headlines","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2021\/04\/stop-it-with-the-ing-ing-headlines\/","title":{"rendered":"Stop it with the ing-ing headlines (Examples!)"},"content":{"rendered":"<h2>Present participle heads may be worse than labels<\/h2>\n<p>Barney Kilgore, the legendary editor of <em>The Wall Street Journal<\/em>, once wrote: &#8220;If I see &#8216;upcoming&#8217; slip in[to] the paper again, I&#8217;ll be downcoming and someone will be outgoing.&#8221;<\/p>\n<figure id=\"attachment_26302\" aria-describedby=\"caption-attachment-26302\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26302\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/04\/stop-it-with-the-ing-ing-headlines\/headline-examples\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/headline-examples.png\" data-orig-size=\"488,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"headline-examples\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;\u2018If I see &lt;em&gt;upcoming&lt;\/em&gt; in the paper again, I will be downcoming, and someone will be outgoing,\u2019 counseled &lt;em&gt;Wall Street Journal&lt;\/em&gt; editor Barney Kilgore. Heed his advice. &lt;em&gt;&lt;a href=&quot;https:\/\/www.istockphoto.com\/photo\/newspaper-paper-strips-gm509293542-85692799&quot; rel=&quot;noopener noreferrer&quot; target=&quot;_blank&quot;&gt;Image by Queensbury&lt;\/a&gt;&lt;\/em&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/headline-examples-300x184.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/headline-examples.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/headline-examples.png\" alt=\"Headlines examples\" title=\"Headlines examples\" width=\"488\" height=\"300\" class=\"size-full wp-image-26302 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/headline-examples.png 488w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/headline-examples-300x184.png 300w\" data-sizes=\"(max-width: 488px) 100vw, 488px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 488px; --smush-placeholder-aspect-ratio: 488\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26302\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/04\/stop-it-with-the-ing-ing-headlines\/headline-examples\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/headline-examples.png\" data-orig-size=\"488,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"headline-examples\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;\u2018If I see &lt;em&gt;upcoming&lt;\/em&gt; in the paper again, I will be downcoming, and someone will be outgoing,\u2019 counseled &lt;em&gt;Wall Street Journal&lt;\/em&gt; editor Barney Kilgore. Heed his advice. &lt;em&gt;&lt;a href=&quot;https:\/\/www.istockphoto.com\/photo\/newspaper-paper-strips-gm509293542-85692799&quot; rel=&quot;noopener noreferrer&quot; target=&quot;_blank&quot;&gt;Image by Queensbury&lt;\/a&gt;&lt;\/em&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/headline-examples-300x184.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/headline-examples.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/headline-examples.png\" alt=\"Headlines examples\" title=\"Headlines examples\" width=\"488\" height=\"300\" class=\"size-full wp-image-26302\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/headline-examples.png 488w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/headline-examples-300x184.png 300w\" sizes=\"(max-width: 488px) 100vw, 488px\" \/><\/noscript><figcaption id=\"caption-attachment-26302\" class=\"wp-caption-text\">\u2018If I see <em>upcoming<\/em> in the paper again, I will be downcoming, and someone will be outgoing,\u2019 counseled <em>Wall Street Journal<\/em> editor Barney Kilgore. Heed his advice. <em><a href=\"https:\/\/www.istockphoto.com\/photo\/newspaper-paper-strips-gm509293542-85692799\" rel=\"noopener noreferrer\" target=\"_blank\">Image by Queensbury<\/a><\/em><\/figcaption><\/figure>\n<p>I&#8217;m with Barney: Stop ing-ing. Especially in headlines.<\/p>\n<p>Now, to be fair, Kilgore&#8217;s comment refers to gerunds: verbs that get turned into nouns with the addition of an &#8220;-ing,&#8221; as in &#8220;Writing is fun.&#8221;<\/p>\n<p>What I&#8217;m talking about are present participles, aka progressive verbs, as in &#8220;I am writing.&#8221;<\/p>\n<h3>Avoid present participling-noun headlines.<\/h3>\n<p>So who ever decided that &#8220;Present Participling Noun&#8221; was a clever headline? You&#8217;ve seen (maybe even written!) ing-ing headlines like these:<\/p>\n<h5 class=\"standalone\">Hiring to Win<\/h5>\n<h5 class=\"standalone\">Taking Farming Further<\/h5>\n<h5 class=\"standalone\">Scaling the China Opportunity<\/h5>\n<h5 class=\"standalone\">Introducing A New App for Android<\/h5>\n<h5 class=\"standalone\">Committing to Our Ag &amp; Turf Ambition<\/h5>\n<h5 class=\"standalone\">Introducing the Strategic Growth Incentive<\/h5>\n<h5 class=\"standalone\">Creating Meaningful Relationships at Work<\/h5>\n<h5 class=\"standalone\">Making dams safer for fish around the world<\/h5>\n<h5 class=\"standalone\">Announcing Our 2014 Scholarship Program Recipients<\/h5>\n<h5 class=\"standalone\">Transforming and Deepening Our Strategic Partnerships<\/h5>\n<h5 class=\"standalone\">Understanding Biofilm Roles in Reactions and Processes<\/h5>\n<h5 class=\"standalone\">Enabling better outcomes and lower costs through integration<\/h5>\n<h5 class=\"standalone\">Ending Child Trafficking through Collaboration, Awareness, and Support<\/h5>\n<p>So what&#8217;s wrong with &#8220;Introducing the Strategic Growth Incentive&#8221;?<\/p>\n<h3>Why avoid present participle headlines?<\/h3>\n<p>Ing-ing headlines like these:<\/p>\n<ul>\n<li><strong>Focus on your actions instead of the reader&#8217;s needs<\/strong>. Instead of &#8220;Introducing A New App for Android,&#8221; how about &#8220;Get your job done in 12 minutes a week with new Android app&#8221;?<\/li>\n<li><strong>Suck the subject out of the headline<\/strong>. We&#8217;re supposed to be writing about people doing things. Where are the actors in these headlines?<\/li>\n<li><strong>Ing the action<\/strong>. <a title=\"The verb is the story\" href=\"http:\/\/revvingupreadership.com\/writing\/rur\/display-copy\/headlines\/news-heads\/the-verb-is-the-story\/\" target=\"_blank\" rel=\"noopener noreferrer\">The verb is the story<\/a>. Ing-ing verbs are weaker.<\/li>\n<li><strong>Just point to the noun<\/strong>. Instead of &#8220;Announcing Our 2014 Scholarship Program Recipients,&#8221; how about &#8220;2014 scholarship recipients headed to Harvard&#8221;?<\/li>\n<li><strong>Take the benefits out of the headline<\/strong>. Which would you rather read: &#8220;Transforming and Deepening Our Strategic Partnerships&#8221;? Or &#8220;6 ways to jumpstart strategic partnerships&#8221;?<\/li>\n<li><strong>Rarely get used by serious journalists<\/strong>. <em>The New York Times<\/em>, for instance, mostly avoids them.<\/li>\n<\/ul>\n<h3>Write like the <em>Times.<\/em><\/h3>\n<p>We analyzed 99 headlines in the Dec. 15, 2014, edition of the <em>Times<\/em>. (We skipped the sports pages.) Of those, just four \u2014 about 4% \u2014 were ing-ing heads:<\/p>\n<h5>Stoking a Creative Spark<\/h5>\n<h6>Stuart Shugg and Anna Azrieli in the DoublePlus Series<\/h6>\n<h5>Stepping Back Into a Role&#8217;s Shoes<\/h5>\n<h6>James Morris&#8217;s Unexpected Return to &#8216;Meistersinger&#8217;<\/h6>\n<h5>Shaping a Shepherd of Catholics,<br \/>\nFrom Argentine Slums to the Vatican<\/h5>\n<h6>&#8216;The Great Reformer&#8217;: Austen Ivereigh on Pope Francis<\/h6>\n<p>Turning #IllRideWithYou Into Real-World Action in Australia<\/p>\n<p>When you find these headlines in your own copy, rewrite. Make it subject, verb, object. Then you&#8217;ll wind up with verbs like:<\/p>\n<ul>\n<li>Stoke<\/li>\n<li>Step<\/li>\n<li>Shape<\/li>\n<li>Turn<\/li>\n<\/ul>\n<p>Take a tip from the <em>Times<\/em>: Limit ing-ing drastically. Even better, stop ing-ing at all.<\/p>\n<div id='MMC-Display' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-87\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Display copy-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/display-copy-writing-training-mmc.png\" alt=\"Display copy-writing workshop, a mini master class\" title=\"Display copy-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/display-copy-writing-training-mmc.png\" alt=\"Display copy-writing workshop, a mini master class\" title=\"Display copy-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Get the word out with display copy<\/h3>\r\n\t\r\n<p>\u201cReaders\u201d don\u2019t read. Even highly educated web visitors read fewer than 20% of the words on a webpage.<\/p>\r\n\t\r\n<p>So how do you reach \u201creaders\u201d who won\u2019t read your paragraphs?<\/p>\r\n\t\r\n<p>Learn how to put your messages where your readers\u2019 eyes really are \u2014 in links, lists and CTAs \u2014 at our <a title=\"Display copy-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener\"><strong>display copy-writing workshop<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>Present participle heads may be worse than labels<\/p>\n","protected":false},"author":6,"featured_media":26302,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[88],"tags":[230,240],"class_list":{"0":"post-10572","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-headlines","8":"tag-display-copy","9":"tag-headlines","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Stop it with the ing-ing headlines (Examples!)<\/title>\n<meta name=\"description\" content=\"\u2018If I see upcoming in the paper again, I will be downcoming, and someone will be outgoing,\u2019 counseled Wall Street Journal editor Barney Kilgore. 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