Headlines, standfirsts and pull-quotes: win the first two seconds
3 min read
Readers decide whether to read in about two seconds. The headline, the standfirst and one large quote are what they see in that time. They're worth an extra ten minutes.
Headlines
A headline's job is to tell the reader what's in it for them.
Say what it is. "How to claim the new training rebate" beats "Rebate news".
Be specific. A number, a name or a deadline gives it weight: "Five changes to the renewal process from 1 July".
Use plain words. Skip jargon and house terms members don't use.
Keep it short. Under about 70 characters for online, and fits on one or two lines in print.
Don't tease. "You won't believe what the board decided" annoys. "Board votes to cap fees at 2024 levels" informs.
Some shapes that work
- How to ____
- Why ____ matters this year
- ____ ways to ____
- What ____ means for ____
- ____: what you need to know before ____
Test it
Cover the article and read only the headline. Would a member know whether to read on? If not, rewrite.
Standfirsts
A standfirst is the sentence or two under the headline. It shouldn't repeat it.
| Headline | Weak standfirst | Better standfirst |
|---|---|---|
| Five changes to the renewal process | A look at the changes to renewals. | From 1 July you'll renew online only, and fees rise for late payments. Here's what to do. |
| How a three-person firm cut reporting time | An interview with a member. | Priya Shah halved her monthly reporting by changing two habits. |
Add one fact, a benefit or a reason to care.
Pull-quotes
A pull-quote is a sentence from the article, shown large on the page.
Choose well. Pick a sentence that makes someone curious or states a strong view, not a fact that needs context.
Quote exactly. Don't edit it beyond cutting a word or two for length, and keep the meaning.
Place it. Put it near the top of the page, or where there's a long run of text. In a flipbook, check it on a phone screen as well.
Don't overdo it. One or two per feature.
Where to write them
After the article is final. Headlines written first tend to promise something the piece doesn't deliver. Once you've seen what's actually there, they're easier.
For web and email
The same headline might be used on the website and in an email. Write one that works in a list of ten others: complete, specific and understandable without the page around it.
Using AI for options
You can ask an AI tool for ten headline options and pick the best, then edit it yourself. Give it your audience and ask for plain, specific suggestions. Prompt examples.
Frequently asked questions
How long should a headline be?
Under about 70 characters reads well on screen and in print. Shorter is usually better if it stays clear.
What's the difference between a standfirst and a subheading?
A standfirst sits under the headline and introduces the whole article. Subheadings break up the body.
How many pull-quotes per article?
One or two per feature. More than that and they stop standing out.
Should headlines use puns?
Sparingly. A pun that needs explaining has failed. Clarity wins in a member magazine.
