When you’re trying to write a headline, think about where your prospect is coming from. What do they know about you already, if anything? When you know that, you’ll know how to attract their attention right away.

Gene Schwartz, direct response god, puts it better than I do:

If your prospect is aware of your product and realises it can satisfy his desire, your headline starts with your product. If he is not aware of your product but only of the desire itself, your headline starts with the desire. If he is not yet aware of what he really seeks, but is concerned only with the general problem, your headline starts with that problem and crystallises it into a specific need.

This is about getting attention, and that means giving your prospect SOMETHING THEY CARE ABOUT.

If they only know the problem, give them the desire to fix it.

If they’ve got the desire, make them want what you’ve got that can fix it.

If they know they want what you’ve got, give them the offer. Make them buy.