I took these headlines randomly from Google News this morning.
Hunter Mahan wins Bridgestone Invitational with final-round 64
Rwandan president expected to win election handily
In the Gulf, scientific questions still lurk beneath the surface
The Other Guys’ Captures Audiences at Weekend Box Office
Any idea what’s wrong?
They tell the entire story in the headline. There’s no reason to click on the link or read more. You already know what happened.
Why headlines matter
The headline starts you thinking. A good headline is the flag that waves down passers-by and says, “pay attention, you’ll want to know more about this.”
Five times as many people read the headline as the body copy. Five times. A bad headline equals poor readership and poor results.
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