Read time: 3 minutes
This week’s tip: Don’t underestimate the power of a great title and summary line.
One of the most common mistakes I see business professionals making in data storytelling is underestimating the power of a great title and summary line. The idea that your data and insights will resonate on their own, without the need for a strong hook, is wishful thinking.
A compelling title draws attention, and a clear summary line builds anticipation for what’s to come. These elements work together to capture interest and keep your audience engaged.
Why it matters:
In business, every problem we solve has two dimensions:
- External: Tangible challenges, like uncontrolled expenditures or declining sales.
- Internal: Emotional struggles, like fear of failure or feeling overwhelmed.
By crafting titles and summaries that address both, we ensure our insights resonate on multiple levels.
Here’s a common scenario:
You’re preparing a Q3 financial report, pulling data from budgets, expense submissions, and trends to pinpoint overspending and recommend solutions. The challenge? Framing it with a title and summary that grab leadership attention and compel action.
Bad version (what I often see):
- Title: Expense Variance Analysis Q3
- Summary Line: A detailed comparison of actual vs. projected expenses by category.
This version is dry, technical, and doesn’t highlight how the data helps solve a problem or create value for the business.
Good version (what you should be writing):
- Title: Uncontrolled Expenditures
- Summary Line: Effective cost-control mechanisms to prevent overspending and ensure fiscal responsibility.
This version clearly communicates the solution (cost-control mechanisms), the external problem (overspending), and the internal concern (fiscal responsibility). It’s concise, actionable, and meaningful.
Your turn:
Craft a compelling title and summary line for data insights you’re currently developing. The title should capture the core narrative, while the summary hints at the solution your data will reveal.
Don't forget:
The right title and summary line aren’t just decorative—they’re the bridge between your insights and your audience’s understanding. Don’t let your data story fall flat because of a weak introduction. Hook your audience and leave them wanting more.
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