Here's a process that's worked for me: 1. Lay out a few general themes you think will resonate with the user/reader. - What problem does this solve? - Wh

Here's a process that's worked for me: 1. Lay out a few general themes you think will resonate with the user/reader. - What problem does this solve? - What's the end result? - What's the most interesting nugget of info here? 2. Write a few headlines for each of your overarching themes. 3. Take each and edit for clarity. This usually (but not always) means choosing simpler words and shorter phrases. 4. Finally, take your best headline from 2-3 themes and split-test them to see which is most effective. With this process you'll get data to help you write better headlines and you'll gain a deeper understanding of your user/reader.