What’s Wrong With These Headlines?

“The most essential gift for a good writer is a built-in, shock-proof shit detector,” Ernest Hemingway said. “This is the writer’s radar and all great writers have had it.”

When two rule-breaking headlines smacked me in the snoot on the same day over breakfast, the red flag of my shit detector started waving furiously.

“Avoid the “hard-to-grasp” headline—the headline that requires thought and is not clear at first glance.” —John Caples

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.