Headlines as Marketing Means

Some questions concerning the headline of a start page that should be answered beforehand:

Unmistakable headline
Is the headline formulated unmistakably and does it lead the reader in the right direction? If we visit the web site of an electricity producer and read the headline "We fill your bathtub with hot water", we could probably mistake its intention.
 
Fast wordings
Does the headline avoid "slow" wordings? Slow are negative formulations with "un-/in-" and passive sentences.
Example: "As incomparable as our skin." Better: As unique as our skin.
Example: "Even deep wrinkles are reduced." Better: Reduces even deep wrinkles.
 
Information about benefits
Does the headline give an idea about the benefits (extra benefits) for the customer? Information about personal benefits are simply very attracting for most people. Whoever wants to achieve a high memo value should point out the product benefits.
 
Many nouns
Does the headline contain a lot of nouns? The more nouns, the better.
 
No questions in the headline
Does the headline avoid questions? Interrogative headlines are rather disadvantageous. Such headlines try "to pull the reader into the text". But less and less readers are willing to join in this game. Moreover, we will run the risk of annoying the reader. Rhetorical questions that shall not be answered anyhow can be used, though. Example: "Have you decided to lose weight?"
 
Precise formulation of the headline
Is the headline formulated precisely, expressively and pictorially?
Example - concrete: "The Ultimate Driving Machine" (BMW)
Example - abstract: "The new vision of the things: Responsibility" (a bank)
Further examples of concrete and abstract words can be found on the page Text as Marketing Means.

Source: Meyer-Hentschel Management Consulting, Erfolgreiche Anzeigen, Wiesbaden 1994