When you have written your headline, ask yourself how strong it is in each of the 4 U’s. Use a scale of 1 to 4 (1 = weak, 4 = strong) to rank it in each category. Rarely will a headline rate a 3 or 4 on all four U’s. But if your headline doesn’t rate a 3 or 4 on at least three of the U’s, it’s probably not as strong as it could be—and can benefit from some rewriting.
