The important thing is the ROI.

The return on investment.

When you write a headline, ask yourself, "Will the people who read this headline know in an instant what they gain from opening the article with this headline?"

If the answer is "no" change the title.

For example, in this headline, anyone who reads it understands that the ROI that you will find within is a way to improve your social relationships with your immediate environment.

That's the ROI.

This alienates people who are not interested in the topic, but brings together those who DO care about the topic.

Which increases reading time and engagement.