Ever been to a function or a party and spotted someone across the room who looks seriously cool? You eventually catch their eye and smile and head over to introduce yourself. After you’ve complimented them on their amazing look you quickly notice something really annoying; something that makes you wish you’d ignored them in the first place.
Getting people to read something is hard work. Thanks to the internet and mobile devices, we’ve evolved into skimmers not readers. That means we only see headlines or bullet points – and we only stop at these if they grab our attention. So how do we grab people with headlines?