“On average, five times as many people read the headline as read the body copy. when you have written your headline, you have spent 80 cents of your dollar,” David Ogilvy said many years ago. Headline in digital are the same as headlines on newspaper ads. 

In Buzzsumo research of 100 million headlines found that the phrase that works the best in Facebook content is “will make you.” Worst performing headlines include “control of your,” “your own business,” and “work for you.”

Just one more piece of advice from Mr. Ogilvy, “I don’t know the rules of grammar. If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language.”