The 4-pass headline rewrite

The 4-pass headline rewrite
"A clever headline grabs attention." [BUSTED] It spread because copywriters want to feel like artists. The truth: clever costs comprehension, and a confused visitor bounces. Run four passes:
— Pass 1, clarity: replace every metaphor with what it literally means. "Unlock your potential" becomes the actual outcome.
— Pass 2, specificity: add a number, a timeframe, or a named audience.
— Pass 3, the so-what test: read it and ask "so what?" If you can, it's not done.
— Pass 4, the competitor swap: paste a rival's logo above it. Still true? Then it's a generic claim, rewrite.
The nuance: clever isn't banned, it's earned. Be clear first, then add wit only if it survives all four passes intact.