Tag Archives: writing for the web

The Scarcity Principle: writing online headlines which ‘click’

Increasingly, when journalists now write headlines for the web or for social media, they specify the medium or format involved. They shout VIDEO and AUDIO in caps at the start of the tweet or post; MAPPED or INFOGRAPHIC; INTERVIEW or LIVEBLOG.

Sometimes the medium or format is implied more subtly, with a call to action: we urge users to ‘Watch’, ‘See’ and ‘Listen’. But we also invite them to ‘Join’, ‘Meet’ and ‘Find out’.

Users choose the medium as well as the message

Why do we do this? Part of it is that we recognise that the medium is something special; that users often make a choice based on the medium itself.

But I think putting the medium/format front and centre is about more than just user preference: it’s about abundance and scarcity. Continue reading

Advertisements