It has worked about 100 times so far. When I Can't Sleep. I love to read, learn, write and listen to music. Headlines are extremely important. They are the telegraphic message the advertiser puts into big print for his reader to read.
Most readers read little else.
The success of an entire advertising campaign may stand or fall on what's said in the headlines. Knowing this, I take great pains to make my title intriguing. That's not to say I try to make it clever or snappy. That title has to grab the reader by the lapels, appealing to his self-interest, and suck him into reading the very first sentence. And so on.