In the struggle for the attention of the audience, one of the leading positions is occupied by the heading. This is the first thing that the reader sees. It takes a couple of seconds to decide whether they want to keep reading. Not using this weapon is an unaffordable luxury.

On average, 8 out of 10 users will read the headline only, and 2 will continue to read further. Therefore, a strong and attractive headline is very important as it increases the chance that the reader will not pass by the article.

The headline is followed by the lead, but you can find out how to keep the reader’s attention with the correct lead in this article.

What info to include in the headline:

● Facts and preferably figures. Instead of “Pediatricians told how to quickly put the baby to sleep” it’s better to write “Pediatricians told how to put the baby to sleep in 60 seconds.”

● For local news in the headline, it’s better to mention a geographic location: “The N city will host a charity concert …”, “In Oklahoma, the unknown kidnapped a road inspector. “

● Quotes of people who are important to the plot of the story. This may be the phrase of a simple worker, but it has to be capacious and vivid, which evoke emotions.

● A classic journalism standard is that the headline should answer questions “Who? Where? What was done?”. A simple and still effective rule.