At work, we are often tasked with brainstorming for headlines, even for projects we aren't writing ourselves. This can be frustrating because the client wants a bunch of headline ideas from us (the other writers on my team and me) without giving us a lot of background on the project. And of course, they want it YESTERDAY.
When I'm brainstorming, I try to think of a twist, as Sean would say. A pun on words usually helps. Words with multiple meanings are key. Still, oftentimes the headlines or slogans a client picks are the least clever ones. Whatcha gonna do? It's a crapshoot half the time, but it's worth trying to create clever headlines and hoping they pick yours once in a while.
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