People love to learn how to do new things. We're always fixing something, from a screen door to our body. We especially like to fix our social shortcomings. Many products and services can help buyers feel safer, or more secure. If it won't grab their attention, THEN pull them into the body of your ad, it isn't the right headline.
People love to know secrets.
Offering to let the reader in on a secret is a powerful lure. Warren Buffett's Secret Stock Picking Rules. How the Pros Buy A New Car. These headlines will pull an interested audience right into the body of your ad. Nearly every industry has some little-known information which could interest the right set of readers.