Which Headline Is Better?

Here’s how most scientists are trained to write headlines:

The Effect of Alcohol on Renal Functions

What’s wrong with this? It’s straightforward and simple, right?

It is. The problem is, it’s also static and forgettable.

Here’s how a writer who cares as much about science as he does about impact would edit the headline:

How Alcohol Affects Renal Functions

Why is headline #2 better? Because it has a verb. And sentences with verbs tend to be more emphatic.