Promise something useful
Your headline's job is to earn the next line. Promise a clear benefit or answer a burning question.
Be specific
'Save money on electricity' is weak; 'Cut your geyser's power bill by up to 40%' is strong. Specifics feel true and get read.
Specifics feel true: a number or timeframe beats a vague promise every time.
Clear beats clever
Puns and wordplay usually cost you readers. When in doubt, be clear — clarity converts.
Key takeaway
When in doubt, be clear — clarity converts, and cleverness quietly costs you readers.