The Headline Test: How to Write Headlines Reporters Can’t Ignore
In the written word, the headline is everything.
It’s the first impression, the hook, the entry point to a story. Reporters, editors, and audiences make split-second decisions based on the words at the very top of every pitch, press release, or post.
The headline sets the tone. It signals what’s new, what’s important, and why it matters. Without a strong one, the rest of the message may never even be read.
But how do you write a good one?
Let’s talk about The Headline Test.
The Three Rules of a Strong Headline
To pass The Headline Test, every headline should meet three criteria:
Clear – Avoid jargon and buzzwords. Reporters value plain English. If a middle schooler can’t understand the headline, it needs a rewrite.
Compelling – Highlight the “so what.” Why should someone stop and care? Headlines must show impact, human interest, or novelty.
Concise – Shorter is stronger. Ten words or less is usually the sweet spot. Long, clunky headlines bury the news.
A Tale of Two Headlines
❌ “Company announces new product update.”
✅ “Local startup launches tool to cut food waste in half.”
The first is vague and forgettable.
The second is specific, clear, and points to a tangible benefit. It sparks curiosity and makes the reader want to know more.
The same rules apply across communication channels:
Email subject lines: A clear, concise subject line stands the best chance of being opened.
Social media posts: The headline or first sentence is often the only shot at capturing attention.
Blog titles: Search engines reward clarity. Plain language helps both SEO and readability.
The Bottom Line
The headline is the gateway to every story. If it doesn’t pass The Headline Test, the rest of the message won’t be seen.
Ask yourself: Would this make someone stop scrolling? Would this make someone click?
If not, keep refining until it does. Because if the headline doesn’t sell the story, nothing else will.
