Do you know who Nellie Connally is?
I do, but that has a lot to do with me being just barely old enough, and because I’ve lived most of my life in Texas.
That’s why this News 8 Austin headline works for me:
Former Texas first lady Nellie Connally dead at 87
However, there are a whole lot of people who are interested in the bigger story that Nellie played a part in, but that News 8 headline would have sailed right over their heads.
So, the AP wisely went with this instead:
Great headlines specifically tell the big story, unless you’re absolutely, positively sure that your audience gets the big story without elaboration.
For more on writing great headlines, including tips on keywords and winning headline templates, check out the Magnetic Headlines series.
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