Reference Books Reviewed Associated Press Stylebook

Reference Books Reviewed: Associated Press Stylebook

When you write, you likely find yourself wrestling with questions. I certainly do, everything from the proper form of abbreviations to the placement of apostrophes. Ideally, you want to get past those questions quickly, so you can focus on the message, not the writing.

Among the tools that helps us answer questions quickly and consistently are stylebooks: those manuals that recommend certain styles or usage. They come in a number of flavors and you may wish to have all of them on hand. But, more importantly, select one and use its recommendations consistently.

This week we look at the Associated Press Stylebook, a useful and frequently-cited reference work for writers.

As the title suggests, it comes from the people at the Associated Press (AP) wireservice, and serves journalists and mass-media writers. By way contrast, the Chicago Manual of Style (to cite another important reference book) serves academics and others who write formally, as well as book writers, editors, and publishers.

The AP Stylebook emphasizes usage of commonly cited names, events, and language. For example, under the listing for assassin, it explains the proper use of three similar concepts: 'assassin,' 'killer,' and 'murderer' (in case you were wondering, the AP book defines an assassin as a politically motivated killer, a killer as anyone who kills with any motive, and a murderer as a killer who has been convicted in a court of law).

Since journalists must contend with the pressure of deadlines, this book is laid out like a dictionary, with the entries in alphabetical order. Each entry is brief and deals with issues that journalists would face in everyday writing.

Many entries provide a standard for capitalization, spelling, use of abbreviations, and other useful information. Rules for grammar can be found under headings such as 'Possessives'.

Incidentally, many other news organizations, in the U.S. and other countries, have their own style guides. In Canada, for example, there's the Canadian Press stylebook. So, if you're writing for a particular wire-service or news organization, check to see if they have their own style guide.

The Associated Press Stylebook comes in two flavors: 'The Associated Press Stylebook and Briefing on Media Law,' and 'The Associated Press Stylebook and Libel Law.' The latter is as readily available as the former. Check your bookstore for details.

BONUS : Reprint Article Headlines – The Reader Is Secondary

A great headline can be the difference between having your free reprint article published once (on your own website…) and having it published hundreds, if not thousands, of times all over the Internet.

Sure, the content has to be worthwhile; it has to be helpful, informative, and not just a sales spiel. And there’s no denying that a well written article can be very compelling. But if your headline doesn’t cut it, the article won’t stand a chance. The best article in the world will never see the light of day without an effective headline.

Now, more than ever, article submissions need a good headline. But it’s not just the reader you have to worry about. In fact, the reader is secondary! When it comes to reprint article headlines, your main focus should be the publisher.

You may think the requirements of a good headline haven’t changed over the years, but they have. Unlike headlines for traditional newspapers, magazines, etc., which target only the reader, online article submission headlines target first the publisher, then the reader.

So how do you write a headline for an online publisher? Here’s a few tips…

1) State your domain

No matter what your business, you can be sure that potential publishers of your article are inundated with information every day. Imagine hypothetical ‘Publisher Pete’. He’s the webmaster of a high PR site. He receives hundreds of article submissions every day. Additionally, he farms article submission sites (aka ‘article banks’, ‘article submit sites’, ‘free-reprint sites’) for articles on a regular basis. Because so many of the article submissions he sees are spam or unrelated, Publisher Pete is quick to dismiss anything that isn’t obviously – and immediately – relevant to his website. So make sure your headline signals the general subject area of the article submission, not just the exact topic.

2) State your argument

Every website has an agenda. Whether it’s to sell, persuade, or inform, there’s always an angle. When our friend Publisher Pete looks for free reprint content for his website, he wants something that complements his agenda. If he’s selling chemical garden fertilizers, he doesn’t want an article about the evils of chemical fertilizer. Nor does he want an article espousing the virtues of organic fertilizer. He wants an article promoting the value of chemical garden fertilizer. If that’s what your article is about, make sure the headline lets him know.

3) Don’t make empty promises

Sensationalized headlines may work in traditional media, but they’re not so effective in online article submissions. Few things frustrate an online publisher more than being lured in by a promising headline which turns out to be nothing more than hot air. For publishers who take the time to carefully filter content before publishing, empty headlines are nothing more than time-wasters. For publishers who are a little less meticulous, empty headlines result in a site which is characterized by disjointed, contradictory, low-quality content. Either way, the publisher isn’t impressed, so make sure the headline of your article is relevant to (and validated by) the body of your article.

4) Put yourself in the publisher’s shoes

Always think about ways to make the publisher’s job easier. It’s as simple as that. Brainstorm 5, 10, 20 headlines, then put yourself in the publisher’s position and ask which one you’d choose. That’s the best headline for your article submission.

5) Think about your publisher’s readers

Publishers want articles that readers will open. But remember, your publisher’s website may cater to an entirely different type of reader to your website. Whenever you find yourself thinking about your secondary audience (the reader), make sure you’re thinking about the publisher’s readers – not your own. That settled, you can go on to focus on regular audience-headline considerations such as making the headline attention-getting, targeted, and benefit driven.

Conclusion

With the emergence of article submission as a great way to generate a high search engine ranking, and the associated proliferation of article submission spam, the right headline is more important than ever. The important thing to remember is that you’re faced with a gatekeeper, and you need to address their needs first.

By following all the publisher-focused tips above, you’ll not only see your article published many more times, you’ll also see it published on more relevant websites. This will help both your ranking (because links from relevant sites are always the best) and your click-thru traffic (because the audience will be more relevant).

Happy headlining!