Headlines That Land

Only 2 in 10 readers make it past the headline. For a pitch, it's often the only line a busy editor reads before deciding yes or no. That makes the headline less of a title and more of an argument — a compressed case for why this story exists and why it matters right now.

Think of it as a contract. A headline promises the reader something specific. It tells the editor: this story is real, it's ready, and here's exactly what it delivers. Break that contract with vagueness, hype, or a tease that the story can't keep, and you've lost both the click and the commission.

What every headline must carry

Strong headlines share five things. First, a clear subject and verb: who did what, where. Start there, then build. Second, the strongest, most specific fact you have — lead with it, don't save it. Third, the driving W or H: the one question — who, what, when, where, why, or how — that the story actually turns on. Fourth, the "so what": the stakes, named plainly, for a reader who doesn't share your local context. A Guardian or BBC reader won't know why your story matters unless the headline tells them. Fifth, a fresh, active verb. Concrete nouns. No overpromise.

Compare these: "Israel targets university staff in Lebanon amid ongoing conflict" buries the point. "Nine Generations of Exile as Palestinians Mark 78 Years Since the Nakba" earns the click — the specific number does the work.

The no-nos worth memorizing

Don't mislead or exaggerate. Clickbait headlines erode the trust you need to build with editors over time. Don't bury the point in geography or jargon that assumes local knowledge. "When electronic and electrical waste threatens the city of Bujumbura and the biodiversity of lake Tanganyika" loses most international readers at "Bujumbura." Don't editorialise past what the reporting supports. And don't reach for puns. "Scales in the Shadows" might feel clever, but it tells the editor nothing about what the story is.

One more: avoid headlines that read like they were written by an AI. Flat construction, generic phrasing, and zero specificity are the tells. Editors notice.

The 6-point checklist

Before you send any pitch, run the headline through this:

• Does it name a subject and verb?
• Does it lead with the strongest fact?
• Are the stakes clear to a non-local reader?
• Does it use a strong verb and concrete nouns?
• Does it make a promise the story can keep?
• Does it sound like a human journalist wrote it?

If all six are yes, send it.