Use the ideas that apply, ignore the others. Notice when you read a newspaper that you often purposely avoid looking at the ads. By any measure, the sale has more potential impact on your life than the African jeep, but you select the jeep anyway. A short headline easy generally easier to read and understand, so readers prefer it. When You Are Really Thirsty.
Short headlines are generally also easier to remember.
And the oddity of a single word can often stop readers. They created eye-stopping appeal and added a little humor to an uncomfortable subject. Other words don't generally create an image. Not every time you look in the mirror. Short, emotion-packed words in bold letters grab attention.