I'm going to be preparing several case studies for my company and I'm pondering what patterns to use for headings—both the case study title and headings within a case study.
I'd like the reader to:
- be motivated to read on
- get a picture of what the study is about by just reading the headings
- be inspired to hire us
For titles, I'm thinking of either using the pattern "How " (e.g. "How Farmville got 32 million daily players") or ": " (e.g "Farmville: captivating a nation").
For headings within a page, I'm not so sure. Every heading could start with an interrogative adverb or with a gerund. At the same time, I don't want the titles to sound repetitive or forced.
I was also considering using plays on words, but those can be unnecessarily cryptic sometimes and a good pun isn't always readily available.
Are there any copywriting best practices on case studies or headings in general?