The reason DonorsChoose ran this test was because their team had learned that people donate significantly more money to hurricane relief funds that have the same initials they do. As in, your friend Kylie donates more to Hurricane Katrina.

If you insist on using “and,” then you need to be cool with losing leads. Your boardroom needs to be cool with it. Every person who asks to shove another benefit into a headline needs to be cool with it. (Side note: you should not be cool with it.)

They also love “but” and “or” and commas. All of which do the same thing “and” does. And all of which are problematic for the same reasons, in your copy.

If we’re going to add words to the page — and risk losing a conversion each time — we’d better use words that are not going to double-down on interference. Any word on the page needs to earn its place.

The job of the headline is to move the reader to the next line.

So you shouldn’t cram a bunch of messages into your headline