The title

The lead

Logic

Tone

Phraseology

A snappy, catchy, gripping title

A strong, deliberate lead that spells out the topic and brings the reader into the problem.

Effectively anticipates the reader’s questions (You may ask that; If you were to say)

Conversational tone in the first person with a touch of humor or sarcasm where applicable.

Transitional words or phrases - but, now, of course, It is true, For obvious reasons, Although, In other words, Perhaps, Consider, When, Sometimes, Somehow, Not only, As While, Obviously, Fact:

A descriptive title but not unique, snappy, catchy, or gripping

Gives some indication of anticipating the reader’s responses

Mechanical tone but informative with a touch of humor or sarcasm where applicable.

Occasional transitional phrases

An unimaginative category title

No indication of anticipating the reader’s responses

No use of transitional phrases.