How To Write a Great Story


Two Principal Attributes of Good Headlines


Victor Schwab



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.




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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