“Titles and subtitles are turbocharged text. They are your work distilled,” says Francis Flaherty in The Elements of Story, p.247.
So, don’t just dash off your titles and subtitles. Put some thought into them. Make them convey the main points of your articles or blog posts. You’ll get more readers, if you follow this advice.
For example, which article would you read? One entitled “Cost Basis Records” or “Save Your Cost Basis Records Now, Or Pay More Taxes Later”?