Gone are the days of the pithy headline and the smarmy phrase. Your artfully crafted lines are lost on weary, time-starved eyes. Online, writers have to use scientific formulas that drive traffic to their advantage.

Phrenologists used it to refer to a bump on the head that accounted for parental love.

Larry offers nuts and bolts tips designed to show you exactly how to do it, not just what you need to do or why.