1. Use a customer testimonial as the headline. There is hidden power in a testimonial headline. Why? What other people say about your product has great credibility. It can be as much as 20 times, or even 50 times, more effective as what YOU say. Example: "Within 6 months of attending your seminar, I put an additional $750,000 in my pocket"--Stuart Goldsmith, Berkshire, U.K