Start by testing different headlines to see which message gets the highest conversion rates. (blog.kissmetrics.com)
If you are writing copy for both direct mail and the internet, you may need to write different headlines for the web. (entrepreneur.com)
And we've seen different headlines in the past about moms or you know, business owners taking it, you know, just themselves to put something in the window or whatever. (pregnancymagazine.com)