What are the best practices for writing engaging science headlines and introductions?

Scientists write papers for scientists. This needs to change. Scientists need to write for people who "understand" science. Several years ago, when I was a postdoc, I asked an audience of about 30 people comprising students, PhDs, and faculty what they'd like to see in a manuscript I was writing. "I want to know what's exciting about your field," said an undergrad. "What problems do we need to solve first?" asked another student. "How do you plan on getting there?" "Do your results bring us closer?" "What's next?" As scientists, we absolutely must know our readers. Even if our manuscripts - have a great hook - are lucid, or - sound conversational, knowing our audience make us better communicators and our manuscripts more impactful.

I believe that when writing any science headline or introduction, it is important to understand the audience you are writing for. You could be writing about a scientific topic for a broad audience or a small audience. Knowing beforehand the type of people who might read your article with interest is always a good idea. The next thing to do is to make the writing as simple and less-jargony as possible. Even those with scientific backgrounds appreciate that. Include relatable stories or examples in the text to support your writing. This will allow the reader to familiarize with the position you took when writing.

I agree, it will be easier for non scientist people to grasp the scientific ideas if they are conveyed in plain language, avoiding jargon and acronyms.

Use simple and specific language One of the most important tips for writing science headlines and introductions is to use simple and specific language. Avoid jargon, acronyms, and technical terms that might confuse or alienate your audience. Instead, use words that are familiar, concrete, and descriptive. For example, instead of writing "A novel CRISPR-Cas9 system for genome editing in plants", you could write "How scientists can change plant genes with scissors". This way, you can convey the main idea and the significance of your topic without losing your readers' interest.

I believe in starting a new project about science communication in a non-scientific community because it's fascinating to share your knowledge like storytelling in blog entries and enhance your skills as an educator too. Our public would need feedback about basic terminology and some help with creative infographics, videos, and another digital resources to engage your public in scientific knowledge.

Headlines should be specific and tailored to your target audience. The goal is that when someone reads the headline they'll think, "Wow! I was literally just wondering this!'. Make your headline as relevant as possible to your target reader. The more specific, they more likely they are to click.

Get trained in the art of effective science communication. It is a skill that can be learned and improved regardless of your career stage.

Ask yourself this question: Why should your audience care about your research? How does your topic connect to their world? Their daily lives, their values, their emotions?... The key to science communication is to bridge your research topic with something your audience already knows or experiences. That's the best way to spark interest and keep them engaged about how you work to improve their world.

People are interested in something that's current in their lives. By framing content so it relates to a reader's real-life issues and everyday experiences, you can engage a wider audience and inspire a greater understanding of science. By making science relevant and highlighting practical applications, readers feel a greater sense of connection and want to be more science literate. For instance instead of writing about "the effects of climate change on coral reefs" write about "From Sunscreen to Seafood: How Your Choices Are Shaping the Future of Coral Ecosystems"

1. Think about the audience: who is this aimed at and what interests them (not you!) 2. Adopt journalistic techniques (punchy, newsworthy) not scientific (factual, proven) 3. Make sure your keywords are in the title or headline 4. A/B test with a blind group to see what lands best

Use the "one chip" method. I recently learned about this in a writing program and I think it applies to science writing. When you open a bag of chips, it's very hard to just have one chip. The goal should be to illicit the same feeling with your writing. Write an introductory statement or question that's so interesting, the reader can't stop reading after that first sentence, or "first chip".

Do you know why using questions in headlines is so effective? ?? (Like I just did here) It's because they act as a hook. Hooks are used across all media. Newspapers, TV shows, radio... so, why not apply them to your SciComm writing? One of the most approachable ways to write a hook is to ask a question or make a statement that sparks curiosity. For example, instead of writing: "Using satellite imagery to count and track elephants" You could write: "How many elephants? Ask a satellite" Such a question instantly pulls readers in, making them curious about the story behind it. Try out new hooks! They will make a difference in your engagement.

I love to draw inspiration from other industries. When I find myself actively clicking on something to read that caught my eye, I analyze what it was that grabbed me initially. Then I ask how can I apply this to my writing? If you can take a concept from something else and reposition it in a way to your audience, you can test new concepts to see what works and what doesn’t. I highly recommend not getting discouraged if it doesn’t work the first time, test it over time and then reassess.

Can a science story be impossible to ignore? Well obviously! Opening with a question not only grabs attention but also invites readers into a conversation. It sparks curiosity and sets up the promise that your article will provide the answers. For example, instead of writing “The benefits of sleep,” you could ask, “What happens to your brain when you sleep?” This technique creates a sense of intrigue, encouraging readers to explore the science behind the question with their own sleep and life in mind. And let's be honest, everyone likes learning about themselves..

One important consideration is missing from this article. Be careful not to exaggerate or present misleading information about scientific findings in headlines. Many people only read the headline and inaccuracy can lead to serious consequences, particularly in fields like public health. For example, if an article suggests that pancakes cause cancer - but the research has not been peer reviewed, has only been tested in mice, and has mixed results, it would be irresponsible to use a headline like "Pancakes cause cancer". More appropriate would be: "Preliminary research finds pancakes may cause cancer in mice". Even better would be to wait and publish your article only after the results have been peer-reviewed and the science is more certain.

Another key to writing strong science headlines is providing a little context and background within the title ?? You don’t need to overwhelm readers with details, but some context behind your title can make the story more engaging. For example, instead of writing: "Remote Sensing to assess protein content in wheat" You can add a short hook at the end: "Remote Sensing to assess protein content in wheat - the secret to a perfect slice of bread" Adding just a bit of context not only informs but also hooks your audience, making them curious to dive deeper into your article.

What’s the key takeaway, and why should your audience care? State it upfront, so readers know what they’re getting into. And then blow their minds throughout the article. For example, instead of writing "Advancements in remote sensing," write something like "Satellite imaging is revolutionizing how we track climate change in real time." Much better, right? Try it out with your own research!

Most time readers are coming to an article with a specific question or purpose in mind. We are living in a digital era where information is at one's finger tips and attention spans are low. Research shows that by including a main point and purpose the reader can know what to expect and will be able to choose quickly whether this article meets their goals and is worth their time. I've also found that a well defined main point also helps with my writing and keeps me focused so I can wrote a more coherent and informative piece.

You have limited characters to capture your audience's attention so it’s vital to convey the main message of your article within the title and introductory text. In my experience, often the first title idea you produce isn’t your best so I always come up with at least 3 title ideas for a given piece. I also often write the title after finishing most of the body of the article, this allows me to tie in any keywords and make sure that my title accurately reflects the rest of the article. The introduction should build on the title providing more context to the piece and should include the main message (or the hook) of the article. Let your readers know what to expect from the article and give them a reason to keep on reading.

Depende de lo que estemos escribiendo: si una infografía, un artículo generalista o científico... Todos tienen públicos diferentes y por lo tanto, deben ser enfocados de forma diferente. Ser específico es importante, usar palabras clave también. Hablarle a tu audiencia (la que sea) es fundamental.