A headline must be effective enough to grab the attention of a targeted audience by delivering the complete message as well as the lead of the story. The lead is the opening paragraph that either hooks the reader on to the article or simply acts as a deal breaker. It is a sneak peek of the story to come.
Next, the writer must convey his opinions and thoughts to the readers that would prompt a conversation between the two, constructing a healthy, uninhibited forum. Keep the write up short and edgy, though the word limit could be exceeded depending on the topic.