A recent tweet from WDRB-TV in Louisville caught my attention: Helicopter parents get remote airstrike option.

The reason I read the story wasn’t because it pertained to me– I’m not a parent. It was the cleverness of the tweet that caught my attention and made me want to learn more. Here’s the actual headline for the story: New app allows user to remotely lock others’ phones.

If that had been the tweet, I never would have clicked on the link.

Whether you’re writing a blog post, working on an e-newsletter or sending out a tweet, don’t expend all your creative energy on the content and just slap a headline on it. If you don’t engage people with a strong headline or introduction, they’ll never make it to your message.