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4 Must-Haves for Headlines That Hook Readers Without the right words, your blog posts, flyers and ads may go unnoticed.

By Ann Handley

This story appears in the February 2016 issue of Entrepreneur. Subscribe »

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A headline isn't a final flourish, just something to tack on after the writing or video production is done. It's your critical first impression: 80 percent of visitors will read your headline, but only 20 percent will go on to read the piece itself, according to Copyblogger. Draw readers in this way:

1. Trust

BuzzFeed may score with hyperbolism like "36 Of The Absolute Worst Things That Could Ever Happen to You," but your goal is to inform, help and inspire your audience. If you overplay the headline, your audience will feel misled and skeptical of your next headline. Be useful, and never waste your reader's time.