From Headings to Headlines:

Crafting Insightful Headlines

in Business Reports

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Read the headlines of the two news stories below.

What information do you

expect to read in the news

stories?

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> How many protesters joined

the rally?

> What issues about press

freedom prompted citizens to

protest?

> What is Hong Kong’s press-

freedom ranking? Was there a

change on the most recent

ranking?

> How does the Chinese

government influence the

situation in Hong Kong? Why

are protesters worried about

the influence from mainland

China?

4

> What is the meaning of ‘same

love’ in Indonesian context?

> How do Indonesians find love

through the Internet? Is it well-

accepted in Indonesia?

> Which website helps Indonesians

find love online?

> How does the website match love

seekers with prospective

partners?

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Headline writing is about writing clearly and concisely

the most significant insights...

Heading versus Headline

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Heading

Headline

Title at the head

of a section or page

Title of a news

story

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Heading versus Headline: Old style (use of headings)

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Heading versus Headline: Old style (use of headings)

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Heading versus Headline: The New Guidelines in Writing

> Omit headings

> Write headlines on top of a page to immediately communicate the key insights

Old style

New style

“With the new style in headline

placement comes the need to

improve our headlines . . .”

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Headlines to Avoid

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THE OBVIOUS HEADLINES

The headline should not be an echo of what is already obvious from the charts/visuals.

Headlines to Avoid

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THE OBVIOUS HEADLINES

The headline should not be an echo of what is already obvious from the charts/visuals.

Headlines to Avoid

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The analysis (text on the body) should be an elaboration of the headline.

A headline that appears to be unrelated to the analysis is a wrong headline.

THE WRONG HEADLINES

Headlines to Avoid

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A generic headline offers no insight at all. The use of general/common terms like ‘discuss’,

‘effectiveness’, ‘products’, and ‘garner attention’ does not add value to the headline.

THE GENERIC HEADLINES

Headlines to Avoid

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THE GENERIC HEADLINES

Headlines to Avoid

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Headlines do not have to be detailed. Headlines have to contain only the major

insights/findings.

THE DETAILED HEADLINES

Writing Insightful Headlines

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Include only the most significant findings/insights based on

the charts/graphs/visuals/analyses.

Frame the headlines by adding proper context.

Use the client’s perspective in framing the headlines by

answering question, “So what?”

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The significance of insights/findings depends on the client’s purpose

(for a particular slide), or on the research objectives.

Include only the most significant findings/insights

based on the charts/graphs/visuals/analyses

19Context sometimes depends on the charts/visuals/graphs/analysis on the slide.

Frame the headlines by adding proper context

20In drafting the headlines, answer the question, “So what?”

Use the client’s perspective in framing the headlines

So what if a

shopper

finds it

difficult to

find parking

space at

DFS

Okinawa?

Other Guidelines

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For Storyline and Buzz Trend slides, headlines may or may not be used.

When headlines are not in use, we need to retain the headings.

Key slides and Appendix slides do not need headlines

> Key slides include: Executive Summary, Key Takeaways, Recommendations

Thank you!