WHEN I WAS a rookie copy editor (too many years ago), I believed the purpose of a feature headline was to get readers into the package.
Sure, it had to be well written. Sure, it had to reflect the content of the package. But it also had to be interesting in its own right. It had to be appealing, intriguing. It could be a pun or a play on words.
One thing it shouldn’t ever be: dull.
All these many years later, I still feel the same way.
So I’m disappointed when I see a headline like the one above on a feature about boxed CD sets for Christmas gifts. The headline is correct, alright, but it reads like the head on a news story. No punch…no pizzazz. Flat.
I gave it some thought and came up with the headline below. It may not be the best. It may not be what you’d write. That’s not the point. The point is that it has impact. It’s colorful. It takes a typographic risk. It’s playful. It’s fun. It has a 1,000 percent better chance of grabbing reader attention.
And…it’s not dull.