{"id":19924,"date":"2021-04-03T03:51:44","date_gmt":"2021-04-03T07:51:44","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=19924"},"modified":"2024-01-17T09:54:21","modified_gmt":"2024-01-17T13:54:21","slug":"avoid-writing-label-headlines","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2021\/04\/avoid-writing-label-headlines\/","title":{"rendered":"Avoid writing label headlines (Examples!)"},"content":{"rendered":"<h2>Don\u2019t just slap the topic on top of the story <\/h2>\n<p>Note to self: \u201cLabel headline\u201d is not a headline.<\/p>\n<figure id=\"attachment_26297\" aria-describedby=\"caption-attachment-26297\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26297\" data-permalink=\"https:\/\/www.wyliecomm.com\/writing-tips\/micro-content\/how-to-write-a-good-headline\/label-headline\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/label-headline.png\" data-orig-size=\"450,300\" 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=\"label-headline\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Warning label&lt;\/strong&gt; Label headlines communicate the topic \u2014 but nothing else \u2014 about the story. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/newspaper-cutout-headlines-reporting-on-trade-1445832230&quot; rel=&quot;noopener noreferrer&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by sweeann&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/label-headline-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/label-headline.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/label-headline.png\" alt=\"Label headline\" title=\"Label headline\" width=\"450\" height=\"300\" class=\"size-full wp-image-26297 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/label-headline.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/label-headline-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26297\" data-permalink=\"https:\/\/www.wyliecomm.com\/writing-tips\/micro-content\/how-to-write-a-good-headline\/label-headline\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/label-headline.png\" data-orig-size=\"450,300\" 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=\"label-headline\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Warning label&lt;\/strong&gt; Label headlines communicate the topic \u2014 but nothing else \u2014 about the story. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/newspaper-cutout-headlines-reporting-on-trade-1445832230&quot; rel=&quot;noopener noreferrer&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by sweeann&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/label-headline-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/label-headline.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/label-headline.png\" alt=\"Label headline\" title=\"Label headline\" width=\"450\" height=\"300\" class=\"size-full wp-image-26297\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/label-headline.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/label-headline-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-26297\" class=\"wp-caption-text\"><strong>Warning label<\/strong> Label headlines communicate the topic \u2014 but nothing else \u2014 about the story. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/newspaper-cutout-headlines-reporting-on-trade-1445832230\" rel=\"noopener noreferrer\" target=\"_blank\"><em>Image by sweeann<\/em><\/a><\/figcaption><\/figure>\n<p>Label headlines like <em>Label headlines<\/em> carry a double problem. They skip the verb, so they suck the action out of your headline. And they don\u2019t say anything about the topic.<\/p>\n<p>That\u2019s why serious communicators and publications like <em>The New York Times<\/em> avoid them. We analyzed 99 headlines in one edition of the <em>Times<\/em>, skipping the sports pages. Of those, just 7% were label heads.<\/p>\n<p>Yet the most common type of headline I review as a writing coach is \u2014 <em>by far!<\/em> \u2014 a label headline. I\u2019m convinced that most corporate communications, marketing and content marketing headlines are label headlines.<\/p>\n<h3>What\u2019s a label headline?<\/h3>\n<h5>Good news headlines \u201cneed at least two things \u2026 a noun and a verb.\u201d<\/h5>\n<h6>\u2014 Mary Pretzer, design columnist, <em>Editor\u2019s Workshop<\/em> newsletter<\/h6>\n<p>This subhead could have said \u201cLabel headline definition.\u201d But that would be a label subhead.<\/p>\n<p>Label heads are those that identify the topic but don\u2019t say anything about it. They are nouns or noun phrases without verbs.<\/p>\n<h5>\u201cEvery good title is a short story.\u201d<\/h5>\n<h6>\u2014 Russell Banks, American writer of fiction and poetry<\/h6>\n<h3>Examples of label headlines<\/h3>\n<p>Here, for example, are a few of the label heads that have crossed my desk lately:<\/p>\n<h5>Bulletins<\/h5>\n<h5>Meetings<\/h5>\n<h5>Volunteers<\/h5>\n<h5>Chemical update<\/h5>\n<h5>Manager\u2019s letter<\/h5>\n<h5>Field distribution<\/h5>\n<h5>Graphics systems<\/h5>\n<h5>Strategy Statement<\/h5>\n<h5>Tornado Chase Q&amp;A<\/h5>\n<h5>US Recruiting Trends<\/h5>\n<h5>Health considerations<\/h5>\n<h5>Disposable air cleaners<\/h5>\n<h5>COBRA\/HIPAA Process<\/h5>\n<h5>Improvement by Transformation<\/h5>\n<h5>Innovation &amp; Growth Video Series<\/h5>\n<h5>First-ever 3D virtual retinal display<\/h5>\n<h5>A New Target in Healthcare Marketing<\/h5>\n<h5>Systems Integration and Testing Facility<\/h5>\n<h5>Modification to the NSA mission and vision<\/h5>\n<h5>Manager\u2019s guide to selecting a proxy or delegate<\/h5>\n<p>And \u2026 drum roll, please: The worst label head I\u2019ve ever seen was on a sales letter encouraging me to increase the size of a directory ad. The headline:<\/p>\n<h5>Sales Letter<\/h5>\n<p>Why avoid headlines like <em>Sales Letter<\/em> when your headline tops, say, a sales letter?<\/p>\n<h3>Why avoid label headlines?<\/h3>\n<h5>\u201cLose your reader with your headline, and you\u2019ve lost the reader altogether.\u201d<\/h5>\n<h6>\u2014 Alan Sharpe, business-to-business direct-mail copywriter<\/h6>\n<p>Why avoid label heads? With label headlines, you:<\/p>\n<ol>\n<li><strong>Miss the chance to communicate.<\/strong> <a href=\"https:\/\/revvingupreadership.com\/2010\/06\/what-readers-see-on-a-page\/\" target=\"_blank\" rel=\"noopener noreferrer\">Headlines get twice the attention of text<\/a>. <a href=\"https:\/\/revvingupreadership.com\/2015\/02\/inside-my-head\/\" target=\"_blank\" rel=\"noopener noreferrer\">They change the way we think<\/a>. \u201cReaders\u201d might not read anything else. If your headline says nothing, you\u2019ve missed your best opportunity to reach and sway the huge and growing percentage of your audience who just read the display copy.<\/li>\n<li><strong>Make your story dull and boring.<\/strong> While some readers get all of their information from the display copy, others use headlines to decide whether to read. If your headline says <em>Strategy statement,<\/em> I can almost assure you that readers will choose not to dive in.<\/li>\n<li><strong>Sap the energy from your story<\/strong>. Without verbs, your story has no action. Without verbs, there are no benefits. Readers can\u2019t see what they could do differently with your product, service, program or idea.<\/li>\n<\/ol>\n<h3>How to fix label headlines<\/h3>\n<h5>\u201cNouns are important, but the nouns must do something.\u201d<\/h5>\n<h6>\u2014 Pete Hamill, novelist, essayist and journalist<\/h6>\n<p>How can you fix label headlines?<\/p>\n<ol>\n<li><strong>Say something about the topic.<\/strong> If you find yourself writing \u201cheadlines\u201d like \u201cGraphic systems,\u201d ask yourself \u201cGraphic systems what?\u201d Or \u201cWhat about Graphic systems?\u201d Are we for them? Against them? Should I get one if I don\u2019t have one? Should I get rid of one if I do?<\/li>\n<li><strong>Add a verb.<\/strong> \u201cA story is a verb, not a noun,\u201d writes one of the former editors of <em>The New York Times<\/em>. That means that something essential is missing from a label head. Unless you\u2019re writing a feature headline, use a dynamic verb in every headline. Bonus points for putting that verb in present tense.<\/li>\n<li><strong>Develop creative standing heads.<\/strong> You may want to use a label for the name of a recurring column or department. But surely, given all your talent and education, you can come up with something better than \u201cBulletins\u201d or \u201cManager\u2019s Letter.\u201d<\/li>\n<\/ol>\n<h3>I\u2019d like to buy a verb, please.<\/h3>\n<p>So instead of:<\/p>\n<h5>Charity Collection for Geneva and Africa<\/h5>\n<p>Write:<\/p>\n<h5>Help African orphans, vulnerable children, Manchester\u2019s poor<\/h5>\n<h6>Donate to XYZ\u2019s autumn charity collection Oct. 15-31<\/h6>\n<p>Instead of:<\/p>\n<h5>Eighty two million and counting<\/h5>\n<p>Write:<\/p>\n<h5>245 XYZ employees take on the Global Corporate Challenge<\/h5>\n<h6>Teams walk 82 million steps in 100 days<\/h6>\n<p>Instead of:<\/p>\n<h5>XYZ Talks registration \u2014 Behind the scenes at the Hermitage<\/h5>\n<p>Write:<\/p>\n<h5>Go behind the scenes at the Hermitage<\/h5>\n<h6>\u00a0Learn about Russia\u2019s treasured art collection at XYZ Talks on Oct. 10<\/h6>\n<p>Instead of:<\/p>\n<h5>HPV and throat cancer<\/h5>\n<p>Write:<\/p>\n<h5>HPV virus? You could be at risk for throat cancer<\/h5>\n<h6>Get a free screening, answers to your questions, on April 16<\/h6>\n<p>Instead of:<\/p>\n<h5>Weather Update<\/h5>\n<p>Write:<\/p>\n<h5>Work from home tomorrow!<\/h5>\n<h6>Please stay safe and warm during Detroit\u2019s snow emergency, parking ban<\/h6>\n<p>See what a difference a verb makes? Stop labeling the topic of your blog post, article or content marketing piece. Start using your headline to actually say something about your story.<\/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 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<\/p>\n","protected":false},"author":6,"featured_media":26297,"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":[265,482,240,331],"class_list":{"0":"post-19924","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-headlines","8":"tag-communication","9":"tag-examples","10":"tag-headlines","11":"tag-story","12":"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>Avoid writing label headlines (Examples!)<\/title>\n<meta name=\"description\" content=\"Warning 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