Message & Media: Making Headlines. Literally.
16. Drop a name. People love to read about known experts and celebrities: "Why Denny Hatch Would Never Write This Headline."
17. Create controversy. There's intrigue in disagreement: "7 Stupid Mistakes We Know You Make at Work."
18. Money talks. Add a $ and attract attention: "Pure silk blouses under $29.99." Or, an example from The Wall Street Journal: "The Life of a $140,000-a-Year Welder."
19. Make it quotable. Early in my career, a nuclear-engineer-turned-extraordinary-marketer introduced me to the power of putting headlines in quotation marks: "Does your toilet need a tune up? Find out ..."
Guess what? These words work in more than just financial marketing headlines.