You can write the most fascinating content in the world. But if you put a stupid title in front of it, no one will read it.
That's why the rule of thumb on internet writing says to spend more time crafting your headline than writing your content. And if the statistics on internet reading habits are correct, 90% of the readers who find your content never make it past the headline.
Therefore, your headline must:
1) Be concise,
2) Accurately represent your content,
3) Grab the reader by the throat, and
4) Contain relevant keywords so search engines can find your content.
On the internet, nobody has an attention span and everyone googles. Keep that in mind and you will keep your readers.
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