You will have noticed that each of the above headlines feature either:
- Quantitative results
- A core fact
Without these, your headline will remain unclear.
See the headlines below, do they tell you exactly what kind of impact the author is analysing?
- Chipotle launches a sustainability tool to show the footprint of each ingredient
- FedEx supports small businesses including minority and women-owned businesses
Not really, right?
To strengthen your headline, you need to wait until your analysis is finished, and then identify your most important metric:
- It can either be an absolute number: number of women employed, volume of waste or CO2 emitted, etc.
- A relative figure : % of energy consumed coming from fossil fuels, % of women in the board, % of water withdrawn coming from water-stressed areas, etc.
If you are focusing on qualitative impact, you should state the most important proven fact in your headline.
For instance, here are some qualitative headlines that are effectively synthesizing the impact described:
- Brown-Forman being a member of alcohol lobbying groups puts public health at risk
- Husqvarna’s Urban Green Space Index helps protect the world’s green spaces in urban cities