Here are some rules to follow when writing attention getting headlines:

1. Always Use The Present Tense
2. Do Not Use All Caps-It Looks Like You Are Screaming At The Reader
3. Use Long Titles, They Stand Out More
4. Use Strong, Action Motivating Verbs — example: use slash vs. cut
5. Challenge The Reader
6. Use Only One Exclamation Point (!) — any more than that screams amateur
7. Stress The Benefits.
8. Use "I" & "You"
9. Ask A Question That Begs An Answer
10. Use Attention Grabbing Words Like "discover, amazing and powerful."
    

Remember your headline or opening statement must grab them or no one will ever see your ad. An effective opener can triple your response rate.