Titles Must Grab the Reader

They are worth spending time on, especially if you are a freelancer who needs to attract a reviewer's attention. The title may be your only chance.

I once received an assigned article that was titled, “Alcoholism in America: Ubiquitous but Not Innocuous.”

Huh?

Never use a title like this, one a reader has to figure out. Titles should be clever or straightforward, or both.

In this case, a far better title was “Alcoholism in America: It’s Everywhere.” Though not a clever title, it is straightforward and clearly conveys what the article is about.