Why should you care about each headline in your slide deck as a UXR

In the newspaper industry, there are two main roles: reporters, who craft the stories, and sub-editors, who polish and edit them and create the all-important headlines. While reporters delve deep into the narrative, chasing sources and gathering information, sub-editors ensure that these stories reach their audience effectively. And the most critical tool in their arsenal? The headline.

A good headline doesn’t just capture attention — it beckons readers, urging them to dive deeper. If you are wondering why do I think I am an authority on headlines, I worked as a journalist for two years for The Times of India, and till this day always pay attention to a headline. During my time in the newspaper sector, I witnessed sub-editors painstakingly perfecting these headlines, ensuring they were catchy and compelling.

Now, you might wonder, with the digital age and the surge of online content, have headlines lost their charm? On the contrary, they’ve become more significant than ever. In this age of search engines, a headline can make or break an article’s visibility.

Though my journalism days are behind me, my obsession with headlines remains. But why should this matter to UXRs? Simple: headlines on each slide are as crucial in a presentation deck as they are in a newspaper. They command the attention of stakeholders, summarizing the essence of each slide and enticing further reading.

Crafting the Perfect Slide Headline: Tips and Tricks

Drawing from journalism, here are some essential pointers that can elevate your slide headlines:

1. Brevity is Key: Limit your headlines to 5–10 words. A concise headline captures the essence and ensures clarity.
2. Have a Clear Angle: Determine the core message or angle of your slide and let it shine through your headline.
3. Simplicity Wins: Start with the basics: who and what. Then expand.
4. Prioritize Accuracy: Specificity matters. “50% of Americans plan to vote for Biden in the 2024 election” speaks volumes more than a vague statement.
5. Embrace the Active Voice: Sentences in active voice are direct and relatable. Compare “Wikipedia editors like new editing interface” versus “New editing interface endorsed by Wikipedia editors.”
6. Skip Articles and Conjunctions: Articles like ‘a’, ‘an’, and ‘the’, or conjunctions like ‘and’ can often be omitted for brevity.
7. Avoid Redundancies: Repetition dilutes impact. “Lyft surpasses Uber” is more potent than “Lyft outperforms Uber in rideshare.”
8. Be Precise: Avoid vague pronouns. “Wikipedia editors like new editing interface” is clearer than “They liked new editing interface.”
9. Steer Clear of Over-Cleverness: While wit is appreciated, clarity should never be compromised for cleverness.
10. Cherish Verbs: A robust verb can transform a headline. Opt for active, succinct action verbs.
11. Mind the Tense: Use the present tense for recent events, past for past events, and future for upcoming events.

Here is the presentation that captures tips and tricks for writing good headlines.

Conclusion

Headlines, though short, hold immense power. Whether you’re a journalist, a UXR, or someone crafting a presentation, mastering the art of headlines can elevate your content, ensuring it not only reaches its audience but resonates with them. So, the next time you’re about to finalize that slide or article, give your headline the attention it truly deserves.