There is a myth that affluent or professional customers are turned off by free offers. Simply tailor your free offer to match the style of your customers or industry. Prospects are in a hurry. They are bombarded with hundreds of ads, letters, postcards, and commercials every day. They tend to skip or tune out any marketing message that looks like it will take too much time or be too much trouble to figure out.
Headlines simplify the learning curve.
A reader can scan down your page, quickly digest your headlines, and figure out what you're offering. Once the prospect knows you have something she is interesting in, she will take more time to read your entire letter, ad, or web page. Spice your headlines with action words like save, act, run, feel, and do. Cut out unnecessary words. Put subheadings in your copy to break up stretches of text.