"It's time to master the headline, to get it right where the copy counts most by paying attention to those critical words that appear at the top of your email messages," writes Marco Marini at Email Critic.

Headlines also appear at the top of your landing pages—and regardless of their location, their main purpose is to whet a reader's appetite for more information.

So how do you create a headline that really draws 'em in? Marini offers ideas like these:

Take off your editor's hat while you brainstorm. Write whatever comes to mind, however outlandish, without pausing to judge its quality. That will come later. Right now, you want to get lots and lots of ideas onto the page; most will be spectacularly bad, but a few will be spectacularly good!

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