Write Your Attention Grabbing Headlines With Care
From time to time I peruse the top writing blogs to see what some of my colleagues are up to. I’m particularly fond of Copyblogger as this site dispenses good advice, offering a steady stream of instructive articles introduced to us through the use of snappy headlines.
Regrettable Metaphor
Never reinforce societal stereotypes!
But it was one headline I read recently that made it difficult for me to finish reading the article. The article was titled, “Copywriting 3.0: How to Bounce the Fat Kid off the See-Saw.” I’m sure Erika Napoletano meant no harm when she chose this particular metaphor, but it certainly didn’t make it easy for me to focus on what she wrote once I read the title.
I won’t go into intimate details here, but I personally found the headline crude. Most of the comments left applauded her for what she wrote and included a few quips from people who said they liked her metaphor.
Pejorative Terms
There were also comments from people who took exception with what Napoletano wrote including a very well thought out comment from Jay S. who advocates helping “fat people” accept who they are. She responded to this one comment by saying, “fat has never been a pejorative term as religious and cultural ones have been.”
Oh, really?! I find that statement hard to accept. These days, the buzz has shifted from the way people worship or from making reference to their personal background to the way that they look. In fact, first lady Michelle Obama has made fighting childhood obesity her cause, taking up the mantle of first lady advocacy initially advanced by Dolley Madison.
I could discuss child obesity at length, but I’m not a doctor nor is it my narrative. I do know that overweight kids are often bullied, sometimes battle physical and genetic issues making it difficult for them to maintain their weight, and that these children are usually not part of the group of “cool kids” referenced by Napoletano.
Then again, I’ve known my fair share of “fat kids” who learned to stay away from the shallow thinking “cool kids” and have succeeded despite the slights that still come their way. New Jersey’s governor, Chris Christie, has faced down references to his weight when his opponents thought it important to focus on the way he looked rather than at his proposed policies.
Tactful Headlines
I’m all for writing snappy headlines because they catch the reader’s attention long enough to persuade them to stop and read the rest of the article. But when headlines are personalized, they can also alienate by reinforcing societal stereotypes we should be moving away from.
If you’re thinking I’m making something out of nothing, then go change “fat kid” to “black kid” or “Muslim kid” and see how that phrase plays. Likely, you’ll encounter a firestorm of well deserved wrath for daring to cross the sensitivity divide.
Tags: Copyblogger, copywriting, metaphor, narrative, snappy headlines, stereotypes
Writing | Matthew C. Keegan, 5 May 10
By LD Jackson, May 5, 2010 @ 5:45 am
A lot of thoughts came to mind while reading your article, Matt. It seems that it is a popular tactic of a lot of politicians to shift the focus away from things that really matter to things that do not. Governor Christie is a case in point.
As for writing articles with headlines that grab the attention of the reader, I am all for that. Just as long as the headline actually has something to do with the content of the article. Nothing will make me go away from a website quicker than receiving an article with a headline that has nothing to do with the content. It’s just a big turnoff for me.
Great article.
.-= LD Jackson´s last blog ..Gulf oil spill has far-reaching consequences =-.
By Matthew C. Keegan, May 5, 2010 @ 5:50 am
So true, Larry. When people don’t want to face up to a certain matter, they’ll often deflect from the issue at hand to talk about something else, usually unrelated.
In this case the author did use the “fat kid” metaphor throughout her article. But her follow up comments on Copyblogger shows that there is a disconnect between what she wrote and how that might be perceived by readers.
I’m all for clever headlines, but not at the expense of singling out one group to reinforce wrong headed thinking.
By Chris Cree, May 5, 2010 @ 6:35 am
Unfortunately negative, insensitive or inflammatory headlines like the one sited are very effective in grabbing folks attention.
I’m not advocating that folks be insulting or insensitive when they write headlines, but there is no denying that they work.
.-= Chris Cree´s last blog ..Getting Back in the Social Media Saddle =-.
By Matthew C. Keegan, May 5, 2010 @ 6:48 am
Chris, so very true. They are effective, but I think: at what cost? Personal integrity used to count for something, but now it seems that putting others down is a method toward building up one’s portfolio. So sad.
By Kaye Swain, May 5, 2010 @ 9:26 am
I totally agree. I fail to see why we need to make fun of anyone at any time!
As one of the members of the Baby Boomers Generation, I’ve gone from being chronically underweight, when I was made fun of for that, to battling the tummy bulge. I am not made fun of for that, but I have certainly gained a whole new sympathy for how hard it is to lose weight, especially when you’re staying busy with several priority needs.
And it’s not just fat and skinny. I recently read another thought-provoking article on the misuse of retarded and retard. Another common, yet hurtful set of words used by many. That writer is trying to stop the misuse of those words and I support that as well!
Perhaps the best way to check ourselves is to honestly ask ourselves, how would we feel if someone referred to one of our children or grandchildren or someone else we loved in that way. I suspect that would stop a lot of people in their tracks!
Thanks for a very interesting and challenging article.
By Matthew C. Keegan, May 5, 2010 @ 9:34 am
Thank you for you kind words and advice, Kaye!
I, too, am not the skinny kid I once was, finding it much more difficult to keep the weight off in middle age even as I eat less and try to exercise more. I like to think I’ve become more understanding over the years, which is probably what makes the difference in this case: life experience.
Yes, the term “retarded” often used as “retart” is unfortunate. And, with the growing number of autistic kids out there it only reinforces that children with challenges cannot learn.
My Christian foundation requires that I love God and my neighbor (which is everyone) which means building people up instead of tearing them down.
By Dominique, May 5, 2010 @ 9:38 am
I think this phenomena is not just in headlines. I recently saw a title of a movie with the word A** and I thought to myself why would I even want to watch a movie with that title?
I find it amazing that heading like this one are occurring because in the land of media and branding, you have approximately 10 seconds to get you message across. That is why Larry leaves the posts so quickly when he finds he has been duped.
A great blog on branding (and Christianity) is Phil Cooke’s blog, The Change Revolution @ http://www.philcooke.com/
Anyway, I digress…you point is well take.
.-= Dominique´s last blog ..My journey from drugs to herbs – Part Three =-.
By Erika Napoletano, May 5, 2010 @ 9:50 am
Hey Matt –
I responded to you over at Copyblogger, but apparently my headline inspired you to blog. So, my headline did SOMETHING to you. That’s the job of headlines – and of writers.
However, there was no commentary on the piece that the metaphor caused disconnect with the readers. The metaphor was carried throughout the piece. Perhaps you want to check the comments again?
As a writer, and one who’s not afraid to cause controversy, snappy headlines are a tool. If you’re so afraid to potentially offend, then you’re better off in the company of pablum-preferring audiences. That’s not my audience. And it’s certain you won’t like my personal blog (so please – don’t stop by!).
Everyone approaches a topic from THEIR experience and THEIR perspective. That’s a beauty of people. However, I do stand firm that as a nation, we’ve lost our sense of humor and become entirely too politically correct. As a matter of fact, I’ll remind readers of a brilliant (and clean) bit George Carlin once did on Shell Shock, which society bleached into Post Traumatic Stress Disorder. Perhaps if it were still called Shell Shock, the vets who served our nation would receive the attention and treatment for it that they deserve.
Just a thought for your Wednesday morning…
You don’t have to like me. Just don’t be indifferent. Thanks for taking a stand on what YOU feel and sharing it with YOUR readers!
Best,
Erika Napoletano
Head Redhead
RedheadWriting.com
@RedheadWriting
.-= Erika Napoletano´s last blog ..Call for Guest Bloggers: Seeking Honarary Snark Sharks! =-.
By Matthew C. Keegan, May 5, 2010 @ 10:08 am
Erika, thank you for stopping by. My remarks about your article weren’t intended to rip you down nor should they be construed as to “liking you” or not.
There is a way in which you can bring attention to an article and make a point without singling out a certain group of people. My last paragraph drives home my point: would you have substituted “Muslim” or “black” or some other group in place of fat? I think not.
I am far being politically correct, but I like to think that I am sensitive to what other people think and feel. I certainly dispense criticism and my opinion about a business, product or even the management practices of a person, but I leave children out of the equation. Saying as you did, “Fat kids don’t like breadcrumbs — they like donuts,” is yet another statement that reinforces the way some people look at children who are overweight.
You reinforced these sort of stereotypes by using them as your metaphors, a practice that may have given you a momentary bounce but it did so in a way that should have been avoided.
By Steve |MyWifeQuitHerJob, May 5, 2010 @ 5:02 pm
I think I’m with Erika on this one. As long as the headline applies to the content of the article, I’m generally all for it as long as it doesn’t offend anyone.
.-= Steve |MyWifeQuitHerJob´s last blog ..Do You Need Business Insurance With An LLC Or Corporation? =-.