Every night I tell Caleb (my 4-year-old) a story as I put him to sleep. 

I first ask him to suggest a title for the story. 

He then spends a whole minute narrating the entire outline of the story.

Most blog posts or marketing emails are no different. 

They all act like 4-year-olds when it comes to writing their titles. 

The goal of the title is not to:

1. Tell them what’s coming up
2. Describe all the details
3. Summarize the content

Instead, the goal is to:

1. Stand out among all other titles
2. Capture our attention and action
3. Get us to read the next line

The title for this blog post reflects how most marketers think about their post titles. 

80% of your audience will read the title while only 20% will read the rest.

So spend more time working on the title than the blog post or email.

Don’t approach the title as the first line of your blog post or email. 

Write the whole content and invest time to write a title that tantalizes.