“He was a one-eyed, one horn, flying purple people eater…” (Sheb Wooley)
In the spirit of screwing off as much as possible this fine July, I’m replenishing the blog with another oldie-but-goodie post from the archives.
So you’ve got something good to chew on, while I wander off to the beach to get pounded by merciless surf and fried by an uncaring sun. You know: Good times.
Anyway, I love meandering through the archives here… especially when I find a post that still packs some mojo.
Here’s a nice short one from ’07, on the non-scientific process of finding great hooks for your headlines. At the time, I was bummed that a favorite newsstand shock-rag was ending its run… however, the good news is that WWN is still alive and kicking (just like Elvis) online. (Today’s headline: “Saturn Ready To Explode!” Um… okay.)
The ability to find a way to hook readers (and drag them into your story) is what separates the Big Dog writers from the wannabe’s. And creating hooks (especially from otherwise boring raw material) is an art form that needs to be developed. It’s not a skill that comes with your standard brain equipment.
Here’s some insight to how the best veteran copywriters do it, slightly edited, via the Archive Time Machine, from July ’07:Read more…