That headline's a grabber isn't it? I thought so, when I was scanning the NY Times headlines today and saw the paper is starting a new column on financial management. Oh, good, I'm thinking. Five basic tips for better financial planning.
Then, I read the article. Tip #1: Investing is simple. (Really? Then, why are you starting a regular column about it?) Tip #2: It may still be worth paying for help. (Like, duh.) Tip #3: Peers may know more than professionals. (Or not.)
Perhaps you can see where I'm going with this. I posted this article not with the intent to pass along financial advice (though the column may end up being worth reading for such advice), but to make a point about what a headline promises and what your content delivers. If you're going to draw your reader in with a headline that promises "Five Ways to [Fill in Blank]," come up with something that really delivers on that promise.
Otherwise, readers can feel like they've been had.
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