Headlines must get the reader to go further. The most powerful say something personal and compelling; the worst just invite the reader to switch off.
One of those just arrived as the subject line of an e-mail newsletter – ‘An irresistable special offer’, it said. A little voice in my head said ‘I can resist it!’ as I punched the Delete button. God knows what they were trying to sell me.
Always look for the obvious response when you write a headline or subject line.
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