USA Today:
Red Cross team attacked while burying Ebola dead
This lead is sound like it could be interesting but ends up just seeming awkward. The phrase "Ebola dead" just sounds unnatural and not to mention nonconversational.
Fixed: Red Cross team attacked while burying dead Ebola victims.
Good:
Reuters:
Islamist fighters advance in Syria despite U.S. strikes
This lead is good as it provides intrigue while keeping things clear. It isn't hard to understand what the story is about but at the same time the headline keeps the reader listening.
Bad:
Kinja:
This headline is beautifully written and would work nicely in a novel, but not as a headline. "Bloodies its talons" might be confusing for the reader and again, isn't conversational. If someone told me something "bloodied its talons" I'd probably respond with "What?" This article is about the same exact topic as the last "good lead" and it's easy to see what a difference a headline can make.
"The F-22 Raptor Makes a Rare Appearance in its First Attack over Syria
Good:
Forbes:
This lead is good because it tells the reader exactly what the story is about. It is clear and answers the "What?" question perfectly.
NASCAR Driver Tony Stewart Cleared in Fatal Track Accident
Bad:
New York Times:
This headline is so awkwardly worded I had to look at it twice to understand what it was trying to say. The order is just really unnatural. No one speaks like this.
Blackberry Releases New Smartphone "Passport" Under New Leadership
Good:
ABC News:
NASCAR Driver Tony Stewart Cleared in Fatal Track Accident
This headline answers the "What" question and even lets the reader now who Tony Stewart is. This opens the article up to those who aren't familiar with NASCAR as well.
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