Include the 'greatest benefit to your prospect' in the headline. Use the powerful 'trigger words' that are successfully used by the best copywriters.
Longer headlines pull better than short ones.
Don't be clever by using 'blind' headlines that require your prospect to read the Body Copy for a translation. Our software needs special training'. They are more difficult to read and even worse to 'scan'. Begin Each Word With A Capital Letter. Serif font like Times Roman with curly bits, is easier to read in print media.