“Your headline is strong and attractive when it talks about the beneficial end results of using what you sell.” (Success Secrets of the Online Marketing Superstars, p.79)
Generally speaking, this is almost always true. The exception being on magazines, where gossip-oriented headlines have no real benefit other than providing more gossip and speculation. However, other than that, a headline must show a benefit.
For example, most people have noticed their e-mail inboxes get filled up with ads for things like Viagra or antidepressants. The subject lines almost never say what the product actually is - only what the product is going to do. I won't mention what the subjects say, but they definitely state a "benefit."
For this reason, they are effective. Some of us believe nobody would never open, much less actually purchase from, those emails. However, if they're still being sent then they must be effective. They have a shocking return. Then again, they reach so many that the chances are probable instead of improbable.
It's all in the headline.
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