When it comes to content, three things are important: the headline, the headline and the headline.  But how do we know how to write good ones?

Here are some rules.

First, make sure you write the headline to the image. Another way to put this is make sure the headline and image have a relationship with each other. If the headline is about the cost of cheese, someone enjoying pricey cheese could be a good photo to go with it.

This sounds basic, but the ability to match a headline to an image is the foundational skill of all content. In business it is often done so badly that just matching one to the other will likely put you in the top 20% of practitioners.

But you do not need to take my word for it. Here is the producer of Carpool Karaoke on the topic of image and headline:

Next, make sure you are not using passive language. Different industries use different language styles: law, business, academia. In many cases they employ a passive construction so that the copy is cold and dispassionate.

If we want to engage people we need to use active language that is hot. This is usually plain English. To ensure your headlines are engaging start with the hero or anti hero of the story. When telling a joke, we start with the chicken, not the road.

Next, always always start at the end. The conclusion should be at the beginning. Remember, conclusions should be interesting. Perhaps a little controversial. Do not state the obvious. No one wants to read “business as usual” or “Man does job.” The best headlines answer the question “What are you telling me and why are you telling me now?” In other words, they score high for relevance, timeliness and exclusivity. Here’s how that works.

The best headlines are exciting, get you out of your seat and are self contained ideas. If for some reason, someone does not wish to read on, they have got the point of your presentation anyway.

It is safe to say that most people will either remember nothing of what you tell them or one thing. So build your presentation to land one big idea and put it on the opening slide. Once again, this game is zero sum. If you do not do that, you are blowing your big chance to make an impression.

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About the author

My name is Andy Pemberton. I am an expert in data visualization. I guide global clients such as Lombard Odier, the European Commission and Cisco on the best way to use data visualization and then produce it for them: reports, infographics and motion graphics. If you need your data visualized contact me at andy@furthr.co.uk or call 07963 020 103

Posted in: Infographic of the day