The first job of an article or blog post is to catch people's attention.
We saw in a previous tweak that headlines catch more attention than pictures.
So it's the headline that has to catch people's attention, get them to stop what they are doing and pay attention.
To achieve that, think of the reader constantly wondering "what's in it for me?"
A shorter version is the 'so what?' test.
Imagine you are selling a frying pan.
If your headline in 2017 is "our frying pan has an innovative non-stick coating", no-one will get past 'our'.
If it's "you'll never have to scrub a frying pan again", that speaks to the benefit.
(The copywriting book I'm taking this from was written in 2008, but that example sounds like it's from the fifties doesn't it. We have dishwashers now. Anyway, you get the idea).
1) Know your audience,
2) write a headline that tells them what's in it for them.
So yes, writing the headline is the easy part. Before that, first you have to know your audience. Second, you have to know what their problems are. Third, you have to have a solution.
But at least you know how to write an attention grabbing headline.
This comes thanks to http://amzn.to/2oH1TCA