In the written word, the headline is everything.

It’s the first impression, the hook, the entry point to a story. Reporters, editors, and audiences make split-second decisions based on the words at the very top of every pitch, press release, or post.

The headline sets the tone. It signals what’s new, what’s important, and why it matters. Without a strong one, the rest of the message may never even be read.

But how do you write a good one?

Let’s talk about The Headline Test.