The headline decides whether the rest of the letter gets read at all, which makes it worth spending as much time on as the opening few paragraphs combined.
Lead With the Single Strongest Benefit
A headline that states the most compelling outcome clearly outperforms one that tries to be clever at the expense of clarity.
Be Specific Rather Than Vague
"Lose 12 Pounds in 30 Days" earns more trust and attention than "Get in Shape," because specificity signals a real, credible claim.
Test More Than One Angle
Writing several distinct headline approaches and comparing them, rather than settling on the first idea, consistently produces stronger results.
Next step: Use the Sales Letter Writer to generate several distinct headline options before you commit to one.