Headline Writing Thought Process

Okay, gotta slam out something cool, not witty, but zingy. Not too zingy though.

What about...no that's not right.

Oh, Oh this could wor...nope that's an American Express line.

Hmm...wonder what's happening on Facebook? No, stay focused.

Product benefits, grab some benefits and features that'll help.

I wonder what "optimized functionality" means?

(Fifteen minutes pass)

BAM! Now that's a headline.

(The next day the headline dies.)