Capture attention, pique the interest of your prospects and arouse their curiosity. First and foremost, you've got to attract the attention of readers. Think of your headline as a visual siren. Call out to your best prospects with something that's vitally important to these folks only. Secondly, communicate in terms of benefits or helpful advantages and make your benefits more enticing and appealing than what the competition offers.
Benefits address the self-interest of prospects.
Benefits are all about prospects and what they'll get as a result of buying your product. Thirdly, add a little mystique to the picture and you'll arouse your prospect's curiosity. Reveal just enough in your headline to literally drive your prospects to find out more. Think of your headline as the message on a billboard. With most headlines you probably only have a few fleeting seconds to get your main selling point across.