From...
The importance of the body of the web page.:

"The direct response business, you know, those companies that make infomercials and run classified ads in papers across the country, have studied and mastered the art of writing headlines. What they learned is that headlines are most effective when they accomplish 4 things:

1. Solve a problem
2. Solve that problem quickly
3. Solve that problem for what appears to be a small or reasonable amount of money
4. Make the reader curious to learn more..."