Using Titles In Newsletters
Article titles are not subject to quite the same rules of copyright as body text except
where they may conveniently identify an original work. In other words, you may choose any
title you like for an article, whether it's an original work of your own or someone else's,
so long as you don't intentionally mislead (for example, by deliberately using the same
title as an already-published article on the same topic). This means that you are free,
within reason, to be imaginative when creating titles to use within your newsletters. It
also gives you more scope to tie into any already-established style you may be using within
a publication. It is important to know though, that this applies to article titles only and
not, for example, to paragraph headings or any other part of an article. Also, if you do
choose a title other than that by which the author labeled her work, be sure to acknowledge
the original title in the attribution.
Announcements
Article titles are rather like newspaper headlines. On the one hand, they are a way of
announcing what the article is all about but, like headlines, they can be used to achieve
much more. They can offer the reader choice, allowing her to decide in what order to read
the newsletter's content. They can arouse interest in a subject where previously there was
none. They can tempt, even seduce, a busy person into allocating time to enhance their
knowledge on a subject. They can set the tone of the whole newsletter.
Working Titles
Most authors use 'working titles' as a way of identifying pieces whilst they are 'under
construction'. Then, when they have completed a work, they choose the actual title they want
to label it with, or modify the working title based on a number of different considerations.
These considerations may include the subject (which might have evolved into something
different to that described by the working title), the tone (humorous, serious etc), the
intended target publication if there is one, topicality etc. They realize that, whereas
their rights as the copyright holder remain inviolable, their choice of title is only a
means of labeling their work.
Having Fun With Titles
Titles may be long or short, sad or playful, make a statement or ask a question, contain
'word-play' of one sort or another (such as a pun or a rhyme) – in fact any combination of
possibilities you can think of. That is why some authors and editors find them so much fun.
Some even collect and catalog them for future use. In general terms though, the strength of
an article's title lies in its ability to attract the attention of the reader. As a
newsletter editor, your task is to attract the attention of that section of your
newsletter's readership that would be most likely to benefit from that particular item.
Attention Grabbers
When creating titles, look in the main text for key phrases and expressions that seem to
sum up the article's subject angle. These are usually the best starting points for title
ideas. Use strong, attention-grabbing words like 'amazing', 'frightening', 'new' etc. Don't
forget the power of the words 'you' and 'your'. Use surprise as a technique to encourage
readers to take a second look at a title. Use subtitles, if necessary, to clarify imprecise
but otherwise catchy titles.
Titles can fulfill a very definite and beneficial role in your newsletter. For this
reason it is often worth spending a little extra time to get them right.
© 1999 Mike Alexander (Revised 2003)
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Mike Alexander is the creator and owner of '101 Newsletter Answers', the 'How-To'
place where the focus is on 'Power Communicating' with newsletters. http://www.101newsletteranswers.com
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