Get to the point

Your headline should start with a stock cube of flavour. Put your most important message in the first 40 characters.

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Your tagline is the sentence or phrase that accompanies the name of your business. It’s meant to be the catchy way to sum up what you do. Problem is, it’s tough to come up with something short, representative, memorable and non-cheesy.

That’s why copywriters often take as long to write a headline as they do to write a whole article. If an article’s headline doesn’t grab the right kind of attention, no one’s going to care to dig deeper.