Its hard enough to write for the Web and meet the guidelines for concise, scannable, and objective content. It's even harder to write Web headlines, which must be: short (because people don't read much online); rich in information scent , clearly summarizing the target article; front-loaded with the most important keywords (because users often scan only the beginning of list items); understandable out of context (because headlines often appear without articles, as in search engine results); and predictable , so users know whether they'll like the full article before they click (because people don't return to sites that promise more than they deliver)
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Publicity Campaign Toolkits