Tom Whitwell, assistant editor at The Times UK, says a great headline is creates 20X more traffic than a lame one. He provides history and advice in this slidedeck.
How To Write Awesome Headlineshttp://static.slidesharecdn.com/swf/ssplayer2.swf?doc=how-to-write-awesome-headlines-comp-1223069728328060-8&stripped_title=how-to-write-awesome-headlines-presentation
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