How to write optimistic headlines

It's January and people are still striving to live up to their New Year's resolutions by being more active and involved in their community. Each week, in Baldwin, Alabama, the Press Register staff prepares a list of activities to help their readers find something that interests them. From dance classes to book clubs, from support groups to service clubs, there is something that meets the needs and interests of the 186,000 residents of the community.

In fact, the contents of this link filled up seven pages, single spaced, in a Word document. That is a lot going on, a lot to choose from, a lot of competition for your attention.

So how do you make your Optimist Club meeting stand out among the crowd? Can you learn to write a one-line headline that will draw people to your doors?  Can you write a Twitter quip that will make readers click on your link? Yes, you can. 

When you are writing a headline or one-line advertisement, keep four five rules in mind: 

1. Be useful - Promise that your reader will learn something they need to know. 
2. Be urgent - Demand that your reader take action now or on a certain date. 
3. Be unexpected - Offer something different or new to the reader. 
4. Be unique - Guarantee the reader will gain specific knowledge. 
5. Be honest - Set appropriate expectations for the reader.

Try these Optimist Club examples that will make your audience want to read more:

• The how-to-do something hook
• Learn how your child can get straight-A's at the Optimist Club meeting this week
• The what-you-need-to-know hook
• Discover what you need to know about health care reform at the Optimist Club meeting on Tuesday
• The call to do-something with someone exceptional 
• Party with positive people at the Optimist Club fundraiser on Saturday
• The sharing-a-secret strategy
• Optimist Club will reveal the secret to selling your home on Wednesday
• The social proof strategy
• Who else wants more happiness in their life? Join the Optimist Club today

Of course, getting your headline read is only the first step to success. The content of your article needs to follow-through on the headline's promise; but most important, the experience needs to deliver what was promised. If you follow the suggestions above, you will get new, prospective members to visit your club and participate in your activities. It is up to you to make sure they have a positive experience.