Definition of 'waffle':
"informal - talk or writing that uses a lot of words but does not say anything important or interesting" (Macmillan Dictionary)
This won't help you sell to your customers...
Sean D'Souza thinks that waffle and jargon avoidance are the key to good headline writing. In his article featured in the Wordtracker Academy, Waffle-free headlines, he explains how to go about writing your headlines waffle-free.