Changing the headline can make a huge difference in your response rate, even if you don't change one word in the rest of the sales letter.
Know Your Unique Value Proposition.
Make your message exclusive.
Here are a few examples of inclusive qualifiers:
For women who would like to lose 10 pounds in 10 days
Attention Drivers who drive less than 37 miles a day
Car Owners: Save 2 Gallons in Every 10!
Many people will skim through a brochure to decide whether they want to read it further or not.
The National Enquirer may not report a lot of real news, but they certainly know how to write headlines that grab people's attention!