AVOID JOURNALESE

NO KEYWORD SALAD

SAY IT IN A SENTENCE

QUESTION W/ CAUTION FIND SPECIFICS

WRITTEN FOR HUMANS

IDENTIFY KEY POINTS

Goal: Be clickedFun when appropriate

Goal: Be found AND clicked 50 to 60 characters max

WHO, WHERE, HOW, ETC.

CLEAR AND DIRECT

WHAT STANDS OUT?

PUNS PARTIAL QUOTES COLONS

DISPLAY HEADLINES SEO HEADLINES

IN HEADLINE EMERGENCY

SAY WHY IT MATTERS CONVERSATIONAL PEOPLE NOT POLICY USE ARTICLES

AANTHE

unless hed makes sense without getting the pun