Titles describe what follows them.
Headlines make you want to read what follows them.
Titles aim at accuracy.
Headlines aim at effectiveness.
Titles are crafted with the book, or article, or email in mind.
Headlines are crafted with the reader in mind.
Titles are often boring.
Headlines are never boring.
Titles often push away.
Headlines always invite in.
Titles are self-centered.
Headlines point beyond themselves.
Titles try to name something.
Headlines instill desire for something.
Don’t write titles.
Write headlines.
