Top headlines appear on story pages and anywhere else you serve up content (homepages, landing pages, social media). They capture a reader’s attention as they search the web or scan a newspaper page. They also help readers decide whether or not to click.

A great headline tells readers what they can expect from the article. It also shows them how the topic fits in with their lives. This is called empathy and is the greatest marketing skill. It’s important to write for your audience, but it’s even more important to think like they do. Imagine yourself reading the news, a friend’s Facebook post or a tabloid. What would your headlines sound like? Would they catch your interest?

In an era when people are bombarded by information, headlines need to be clear and concise. Using the inverted pyramid structure of the lede is a great way to create effective headlines that communicate key points to readers. Also, by starting with the most important information in a headline, you can avoid truncation problems and get the word out to all platforms.