Strong Words

In an article about writing headlines:

"Zap, zip, zonk, nix, those are good verbs. Short. Short and powerful. They've got to convey a sense of urgency. Nouns? Tots, kids, fire, you know—SIX-ALARM FIRE. Blaze is good, but fire's shorter. Siege. Siege is good. Madman, maniac, fear."

"Writing headlines is being able to say a complex story in three or four words that will attract a reader."

-- Vincent Musetto  and David Van Biema

http://www.people.com/people/archive/article/0,,20096420,00.html