Richard wrote -

> “It’s essential that your headline promise
> one or more specific benefits. ‘Curiousity’
> headlines don’t work.”

I wonder why they would say that. If I remember right, Caples said in one of his books, (forgot which just now), that curiosity headlines *do* work. And your testing bears that out. I usually use benefit oriented headlines myself but maybe this is a good case for testing some curiosity headlines.

Rick Smith, "The Net Guerrilla"