Clever Wordplay In Titles: Getting The Reader To Dig In
When writing titles, there are usually two ways to go. The first is to go at it directly, describing what the text is about. The second is to be creative, inserting some clever wordplay to produce a playful beginning to the writing.
On the web, the first type dominates the majority of writing that you’ll find. It’s understandable, too. Given the short attention span and search-based discovery of materials, the direct type of title usually gives your piece the best chance of getting eyeballs from people looking for it. If you’re seeking out instructions on how to build a shelf, for instance, would you click on an article called “How To Build A Shelf” or a clever-sounding one called “Shelved: Lessons In Summer Carpentry.”
Sure, the second sounds infinitely more interesting. When you’re looking for information about a specific subject, though, it’s more likely than not that the first one will be the initial place you’ll look at. In fact, there’s a good chance your excellently-written, cleverly-worded and grammar checker approved piece will not even be given a second glance.
Regardless, clever wordplay in titles does have its place. When you have a captive audience (such as the case when you write for class or for a magazine), inserting some of that wordsmithing playfulness can set up the reader to dive into your text with more fervor than a hungry dog chancing upon a plate of meat. Okay, maybe not that much. Still, wouldn’t you rather they be more enthused?
Every time I think of clever wordplay, I think of one title I read a long time ago: “Headless Body Discovered In Topless Bar.” It might be a tad tasteless, but you can’t deny the wit behind that headline prodding you to look at the story behind it.
If you can come up with a title that mixes both informative directness and wordplay, you’ll know you’ve hit gold. For the shelf example above, you can go with “How To Build A Shelf Like A Tireless Workhorse Elf,” for instance. Sure, that’s not the sexiest sample out there, but you get the idea.
Just because using direct titles is prescribed nowadays, that doesn’t mean you can’t infuse a little of your humor into it. Simply look for opportunities and take them when they present themselves.