no single feature of a headline’s writing style makes much of a difference in forecasting success. There was some evidence for industry wisdom: Negative headlines sometimes did better, as did shorter and simpler ones. Clickbait-y words like “here” and “this” do (unfortunately from a user experience perspective) help.
A/B test your headlines to find the right one to optimize traffic in the given context and moment, but be cautious about trying to divine general writing lessons from those tests. ... Headline testing is a powerful tool, but it’s most effective when paired with a deep understanding of your audience.
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