Headlines Double Quotes

Some copywriters write tricky headlines – double meanings, puns and other obscurities. This is counter-productive. In the average newspaper your headline has to compete with 350 others. Readers travel fast through this jungle. Your headline should telegraph what you want to say.

in police work ninety-nine percent of the effort is routine, unspectacular enquiry, checking and double-checking, laboriously building up a web of parts until the parts become a whole, the whole becomes a net, and the net finally encloses the criminal with a case that will not just make headlines but stand up in court. He

Still, I did a double take when I saw the following headline in the Provincetown Banner: PLOVERS CLOSE PARKING LOT. An image flashed through my mind of little birds dragging a chain across the entrance and waving away traffic. I thought it was the silliest thing I had ever seen until I turned the page and read DOG FECES CLOSES BEACHES.

Modern man is exposed to an almost unceasing “noise,” the noise of the radio, television, headlines, advertising, the movies, most of which do not enlighten our minds but stultify them. We are exposed to rationalizing lies which masquerade as truths, to plain nonsense which masquerades as common sense or as the higher wisdom of the specialist, of double talk, intellectual laziness, or dishonesty which speaks in the name of “honor” or “realism”, as the case may be. We feel superior to the superstitions of former generations and so-called primitive cultures, and we are constantly hammered at by the very same kind of superstitious beliefs that set themselves up as the latest discoveries of science.

Journalists are taught they are never the story. As it happened, the longer I was a journalist, the better it suited me to disappear behind the professional voice of an omniscient third person, belonging everywhere and nowhere, asking questions and answering none. Every conclusion I published was double-sourced, fact-checked, and hyperlinked. My name might have been below the headlines, but the stories I wrote belonged to other people in other places, families whose grief and pain were so massive that mine was irrelevant.

In courtrooms all across this city, Maya had seen people get verdicts they’d wanted, and she’d seen just as many get ones they didn’t. But the verdicts had nothing to do with truth. No verdict ever changed a person’s opinion. Juries weren’t gods. The people who went into those courtrooms looking for divine revelation came out bearing the fruits of bureaucratic negotiation. Maya wanted to tell Lou that this need for vindication had become the mire of their whole petty country. Every day, they woke up fervently hoping for the headline that would prove, definitively, that their guys were the virtuous ones and the other guys were the absolute worst. But news of that certainty would forever elude them. Every new revelation that seemed to damn the people with whom they disagreed would be followed by a new rationalization. For every failed prediction, there would come a mitigating circumstance. They would double down on their most weakly held convictions because the alternative felt unbearable, and the bums across the aisle would follow suit. She wanted to say that the only thing worse than being wrong was having a bottomless need to prove that you never were. But she didn’t tell Lou any of that. Instead, Maya told Lou what he wanted to hear. She did it because she was the last person on earth who should be instructing Lou Silver on how to live out his days. And she did it because he’d asked her an honest question, and he deserved to hear from her an honest answer. “Mr. Silver,” she said, running her fingers through her hair, “I’m not sure of much of anything anymore.

Once, books appealed to a few people, here, there, everywhere. They could afford to be different. The world was roomy. But then the world got full of eyes and elbows and mouths. Double, triple, quadruple population. Films and radios, magazines, books levelled down to a sort of paste pudding norm [...]. [...] Nineteenth-century man with his horses, dogs, carts, slow motion. Then, in the twentieth century, speed up your camera. Books cut shorter. Condensations, Digests. Tabloids. Everything boils down to the gag, the snap ending. [...] Classics cut to fit fifteen-minute radio shows, then cut again to fill a two-minute book column, winding up at last as a ten- or twelve-line dictionary resume. I exaggerate, of course. The dictionaries were for reference. But many were those whose sole knowledge of Hamlet [...] was a one-page digest in a book that claimed: "now at least you can read all the classics; keep up with your neighbors". Do you see? Out of the nursery into the college and back to the nursery; there's your intellectual pattern for the past five centuries or more. [...] Speed up the film, Montag, quick. Click? Pic, Look, Eye, Now, Flick, Here, There, Swift, Pace, Up, Down, In, Out, Why, How, Who, What, Where, Eh? Uh! Bang! Smack! Wallop, Bing, Bong, Boom! Digest-digests, digest-digest-digests. Politics? One column, two sentences, a headline! Then, in mid-air, all vanishes! Whirl man's mind around about so fast under the pumping hands of publishers, exploiters, broadcasters, that the centrifuge flings off all unnecessary, time-wasting thought! [...] School is shortened, discipline relaxed, philosophies, histories, languages dropped, English and spelling gradually neglected, finally almost completely ignored. Life is immediate, the job counts, pleasure lies all about after work. Why learn anything save pressing buttons, pulling switches, fitting nuts and bolts? [...] The zipper displaces the button and a man lacks just that much time to think while dressing at dawn, a philosophical hour, and thus a melancholy hour. [...] Life becomes one big pratfall, Montag; everything bang, boff, and wow!

No word of ignorance leaves no double thoughts on a plain page with a headline without extra lines of madness marked on it.

As he spoke, Mudd clicked through a deck of slides—114 in all—that were projected on a large screen behind him. This would be straight-up, in-your-face talk, no sugar-coating on his part. The headlines and phrases and figures were nothing short of staggering. More than half of American adults were now considered overweight, with nearly one-quarter of the population—40 million adults—carrying so many extra pounds that they were clinically defined as obese. Among children, the rates had more than doubled since 1980, the year when the fat line on the charts began angling up, and the number of kids considered obese had shot past 12 million. (It was still only 1999; the nation’s obesity rates would climb much higher.) “Massive social costs estimated as high as $40–$100 billion a year,” announced one of Mudd’s slides in bright, bold lettering.

There are tons of headline formulas, but successful one’s are: ● Top X Ways to Do _____ Without ______ ● The Ultimate Guide to __________ (with pictures) ● 45 Shocking Reasons to ___________ ● The #1 Secret to ___________ in 30 Days ● How ________ Can Do _________ Without Having to _______ ● WARNING: This is the REAL Reason You Can’t ____________ ● Double Your ________ Results in the Next 90 Days ● The ___ Top Websites/Blogs in __________ for 2019 These headlines create curiosity, imply a benefit, and hint at a solution to a problem.

My wife and I can't recall how many years we've been married, but we'll never forget our first backpacking trip together. We'd just begun dating and I was her trail-hardened outdoorsman, a knight in shining Cordura, the guy who could handle any wilderness emergency. She was my...well, let's just say I was bent on making a good impression. This was her first backpacking experience and I wanted to have many more with her as my hiking partner. I'd checked and double-checked everything--trail conditions, equipment, weather forecast. I even bought a new stove for the occasion. We set off under overcast skies with packs loaded and spirits high. There was precipitation in the forecast, but it was November and too early for snow, I assured her. (Did I mention that we were just a few miles south of Mount Washington, home to the worst, most unpredictable weather in the Northeast?) As we climbed the few thousand feet up a granite ridge, the trail steadily steepened and we strained a bit under our loads. On top, a gentle breeze pushed a fluffy, light snowfall. The flakes were big and chunky, the kind you chase with your mouth open. Certainly no threat, I told her matter-of-factly. After a few miles, the winds picked up and the snowflakes thickened into a swirling soup. The trail all but dissolved into a wall of white, so I pulled out my compass to locate the three-sided shelter that was to be our base for the night. Eventually we found it, tucked alongside a gurgling freshet. The winds were roaring no, so I pitched our tent inside the shelter for added protection. It was a tight fit, with the tent door only two feet from the log end-wall, but at least we were out of the snowy gale. To ward off the cold and warm my fair belle, I pulled my glittering stove from its pouch, primed it, and confidently christened the burner with a match. She was awestruck by my backwoods wizardry. Color me smug and far too confident. That's when I noticed it: what appeared to be water streaming down the side of the stove. My new cooker's white-gas fuel was bathing the stove base. It was also drenching the tent floor between us and the doorway--the doorway that was zipped tightly shut. A headline flashed through my mind: "Brainless Hikers Toasted in White Mountains." The stove burst into flames that ran up the tent wall. I grabbed a wet sock, clutched the stove base with one hand, and unzipped the tent door with the other. I heaved the hissing fireball through the opening, assuming that was the end of the episode, only to hear a thud as it hit the shelter wall before bouncing back inside to melt some more nylon. My now fairly unimpressed belle grabbed a pack towel and doused the inferno. She breathed a huge sigh of relief, while I swallowed a pound of three of pride. We went on to have a thoroughly disastrous outing. The weather pounded us into submission. A full day of storm later with no letup in sight, we decided to hike out. Fortunately, that slippery, slithery descent down a snowed-up, iced-over trail was merely the end of our first backpacking trip together and not our relationship. --John Viehman

Over the next few years, the number of African Americans seeking jobs and homes in and near Palo Alto grew, but no developer who depended on federal government loan insurance would sell to them, and no California state-licensed real estate agent would show them houses. But then, in 1954, one resident of a whites-only area in East Palo Alto, across a highway from the Stanford campus, sold his house to a black family. Almost immediately Floyd Lowe, president of the California Real Estate Association, set up an office in East Palo Alto to panic white families into listing their homes for sale, a practice known as blockbusting. He and other agents warned that a 'Negro invasion' was imminent and that it would result in collapsing property values. Soon, growing numbers of white owners succumbed to the scaremongering and sold at discounted prices to the agents and their speculators. The agents, including Lowe himself, then designed display ads with banner headlines-"Colored Buyers!"-which they ran in San Francisco newspapers. African Americans desperate for housing, purchased the homes at inflated prices. Within a three-month period, one agent alone sold sixty previously white-owned properties to African Americans. The California real estate commissioner refused to take any action, asserting that while regulations prohibited licensed agents from engaging in 'unethical practices,' the exploitation of racial fear was not within the real estate commission's jurisdiction. Although the local real estate board would ordinarily 'blackball' any agent who sold to a nonwhite buyer in the city's white neighborhoods (thereby denying the agent access to the multiple listing service upon which his or her business depended), once wholesale blockbusting began, the board was unconcerned, even supportive. At the time, the Federal Housing Administration and Veterans Administration not only refused to insure mortgages for African Americans in designated white neighborhoods like Ladera; they also would not insure mortgages for whites in a neighborhood where African Americans were present. So once East Palo Alto was integrated, whites wanting to move into the area could no longer obtain government-insured mortgages. State-regulated insurance companies, like the Equitable Life Insurance Company and the Prudential Life Insurance Company, also declared that their policy was not to issue mortgages to whites in integrated neighborhoods. State insurance regulators had no objection to this stance. The Bank of America and other leading California banks had similar policies, also with the consent of federal banking regulators. Within six years the population of East Palo Alto was 82 percent black. Conditions deteriorated as African Americans who had been excluded from other neighborhoods doubled up in single-family homes. Their East Palo Alto houses had been priced so much higher than similar properties for whites that the owners had difficulty making payments without additional rental income. Federal and state hosing policy had created a slum in East Palo Alto. With the increased density of the area, the school district could no longer accommodate all Palo Alto students, so in 1958 it proposed to create a second high school to accommodate teh expanding student population. The district decided to construct the new school in the heart of what had become the East Palo Alto ghetto, so black students in Palo Alto's existing integrated building would have to withdraw, creating a segregated African American school in the eastern section and a white one to the west. the board ignored pleas of African American and liberal white activists that it draw an east-west school boundary to establish two integrated secondary schools. In ways like these, federal, state, and local governments purposely created segregation in every metropolitan area of the nation.

Let’s say an enterprise wants to develop a three-year strategic plan to double market share, from 5% to 10%. Each person engaged in the planning imagines holding up a newspaper whose headline reads “Company X Has Doubled Its Market Share over the Past Three Years.” The team leader now asks them to identify the reasons they got there, what events occurred, what decisions were made, what went their way to get the enterprise to capture that market share. This enables the company to better identify strategies, tactics, and actions that need to be implemented to get to the goal. It also allows it to identify when the goal needs to be tweaked.

Let’s say an enterprise wants to develop a three-year strategic plan to double market share, from 5% to 10%. Each person engaged in the planning imagines holding up a newspaper whose headline reads “Company X Has Doubled Its Market Share over the Past Three Years.” The team leader now asks them to identify the reasons they got there, what events occurred, what decisions were made, what went their way to get the enterprise to capture that market share. This enables the company to better identify strategies, tactics, and actions that need to be implemented to get to the goal. It also allows it to identify when the goal needs to be tweaked. Backcasting makes it possible to identify when there are low-probability events that must occur to reach the goal. That could lead to developing strategies to increase the chances those events occur or to recognizing the goal is too ambitious. The company can also make precommitments to a plan developed through backcasting, including responses to developments that can interfere with reaching the goal and identifying inflection points for re-evaluating the plan as the future unfolds.

Maya wanted to tell Lou that this need for vindication had become the mire of their whole petty country. Every day, they woke up fervently hoping for the headline that would prove, definitively, that their guys were the virtuous ones and the other guys were the absolute worst. But news of that certainty would forever elude them. Every new revelation that seemed to damn the people with whom they disagreed would be followed by a new rationalization. For every failed prediction, there would come a mitigating circumstance. They would double down on their most weakly held convictions because the alternative felt unbearable, and the bums across the aisle would follow suit. She wanted to say that the only thing worse than being wrong was having a bottomless need to prove that you never were.

For the company with the three-year plan to double market share, the premortem headline is “Company Fails to Reach Market Share Goal; Growth Again Stalls.” Members of the planning team now imagine delays in new products, loss of key executives or sales or marketing or technical personnel, new products by competitors, adverse economic developments, paradigm shifts that could lead customers to do without the product or rely on alternatives not on the market or in use, etc.

In a double-page spread in 1999, the Daily Mail ran a large photo of fake Nazis from ’Allo ’Allo! with a think-piece headlined ‘In the week that Germany kept the old feud alive by illegally banning British beef: Why it’s a good thing for us to be beastly to the Germans.’ It was written, not by some hack but by the distinguished historian Niall Ferguson. He found a way to argue both that the ‘war’ with Germany was entirely phoney and that it was nonetheless worth continuing because it was somehow in Europe’s best interests. While conceding ‘The reality is that we have more in common with the Germans than with any other European people’, Ferguson managed to conclude that ‘bad Anglo-German relations were (paradoxically) a good thing. To be precise: it would really be rather bad for everyone else in Europe if Britain and Germany did strike up a firm alliance.