One of he’s main points, and an extremely important one, is that a headline may give you the click to your site but may not give you the share. Huffington Post wants two clicks for every visit. The click on their headline – and the click on “share”.
His point is that although headlines are extremely important, it’s also important that the content matches the expectations you create with your headline.
It’s only if the expectations are met, or ideally you over-deliver, that you’ll get the effect you’re after. That may be a share on Facebook, a sale or a signup.
Your headline is a promise to your readers, don’t disappoint them.