The Six Fatal Flaws of Donor Newsletters

The ultimate purpose of a headline is to tell the reader the gist of the story. If your headline falls flat and leaves the reader guessing, you haven’t written a compelling enough headline, Ahern says.

Also, unless your headline is “Titantic Sinks,” avoid the use of two-word headlines. Headlines should be eight words or less, and decks should be 14 words or less, employing dramatic action verbs such as “devours,” “mauls,” “sputters,” etc.