Some consider it a challenge to write a tweet. Admittedly it is, especially if your subject is very complex. However, once you’ve authored a few tweets, you realize you can actually say a lot in 140 characters.
I consider writing a headline or subject line a much more difficult assignment. I admire those who possess the skill to craft a succinct, yet very informative, provocative or punchy headline or subject line, especially if they do so with an economy of words.
There is a new line of thinking flittering about in the blogosphere that headlines today, especially for blogs and other social media, need to be longer. Short headlines just don’t cut it anymore.
The long and short of it
The argument is that there is so much content being pumped at people on the Internet that the headline has to do all of the work. You need to provide enough context − the who, what, and especially the why − to convince the reader that your post is relevant, insightful, educational or informational, and worth his or her time.
Length ≠ quality
If everyone is writing long form explanatory headlines, oh what a dull Internet it will be. Some will read the title and decide they’ve learned all they need to know. It’s akin to skimming search engine results and drawing conclusions without clicking on the URLs. The jazz, mystery and appeal of a brief blog or story title disappears.
Furthermore, not every book is a novel. Short stories often deliver significant impact.
Motion to contest
Short titles still have a place in today’s social media driven world. To demonstrate, I’d like to turn headline writing into a game fashioned after the Bid-A-Note segment from the television game show Name That Tune. If you’re not familiar with the show, here’s a brief explanation:
After being read a clue, two contestants bid on who can name the tune in the fewest notes. The opening bid from one contestant might be five notes. The opponent either counters with a lower bid, or challenges the other to Name That Tune.
Write that headline
MC Bob: Here’s the situation: A woman has just achieved an astonishing feat that defies laws of nature, science, medicine and logic. Experts are fumbling for words to effectively describe what many are refusing to believe occurred, even though thousands saw it with their own eyes. Without using the words miracle, faith or higher power, Write That Headline!
Brainy Brian: Bob, I can write that headline in five words.
Babbling Brooke: Bob, I can write that headline in four words.
Brainy Brian: Three words.
Babbling Brooke: Okay Brainy Brian, write that headline!
MC Bob: Okay Brainy Brian, you have ten seconds to Write That Headline using only three words. Remember, miracle, faith and high power can not be part of the headline. Ready…GO!
Brainy Brian: Embrace the impossible.
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