THIS…

Is a brilliant article explaining the science behind headline writing.

BRAVO!

I’d add that I enjoy using a little known and discussed technique within headline writing —

Alliteration.

Your list above deliberately or inadvertently uses this method. I find that it’s fun and lends to creativity within headline writing, as well as keeps the audience involved with a bit of humor.

If I really want them to laugh or smile, I’ll use the “k” sound more often which Neil Simon theorized sounded funnier than others.

Another tool I employ is “marketing to the 7 Deadly Sins.” Not sure if it was Draper or Ogilvy who swore by this method, but it is certainly one that should be used carefully. (“…with great power comes great responsibility…”)

Some of my personal rules…

Never ask a question in a headline that you don’t know the answer to.

Use “feeling” words whenever possible. (Google “emotional palette”). Be careful here, too. There are more negative words to describe feelings than there are positive ones.

Write 50 headlines, not just 25. I’m an old school guy and believe in the sub-headline.

I’ve discovered that writing this many headlines (stream of thought) allows me to be non-judgmental in my writing and keeps my editorial habits out of reach.

In other words, it keeps me out of my own way.