One - Your headline must appeal to your reader's self-interest.
Your prospects want to know, 'What's In It For Me' and so your headline must convey the strongest benefit of your product to them.

Two - Your headline must single out people in your target market.
If it doesn't do this, then it has failed. Headlines are the word equivalent of you grabbing hold of the prospect and sticking your product underneath their nose. However, because you are not there to convince people that your product is worth their time and attention, your headline has to do this task for you.

Three - Your headline should be no more than 17 words.
Most people only read the headline so you need to encapsulate in 17 words or less, a clear and exciting message that will compel the prospect to read the body copy.

Four - The success of your sales pitch ultimately rests on your headline.
If this vital statement doesn't answer the question 'What's In It For Me?' you won't grab your prospects' attention.

Without their attention, your sales letter won't get read. And if your letter isn't read, you won't get any orders. And if you don't get any orders, you've wasted a lot of money.

Five - Specifics not generalities sell product.

Specifics are more believable. For example, "How You Can Have £29,567 in Your Bank Account in 60 Days" has far more credibility than "How You Can Quickly Make Lots of Money".