At some point in the night, I’ll wake up and think:
“Oh my gosh, ‘rankle’ needs to come after ‘sunshine!'”
“Should Allen Ginsberg be in the headline? Will that turn people off?”
Here’s the funny thing: I’ve been at this for more than 15 years, and even though I’ve built up enough experience and knowledge to form a decent hunch about the effectiveness of my headlines, it’s still a guessing game.
An educated guessing game, of course. But there is a way to stack the headline odds in your favor.