Yes, benefit words especially big benefits have traditionally been enough in a headline to pull a reader into the body of sales copy. Too often this old time approach, due to over use and over promise acts like a trigger to launch the reader onto the next thing leaving your copy in the dust.
One of the best ways to disarm the wary reader of his uninterested response is to use the “If, Then” concept in your headline followed by plenty of solid proof to get you through the door of your reader’s spam-filter. EXAMPLES:
“These New Writing Techniques Will Improve Your Copy Headlines” (old approach)
“If You Have One Minute, . . .I Promise Your Headlines Will Glow” (new approach)
The first headline uses tired old words like New and Improve to grab the attention of the reader for the promise of personal success in writing headlines. But the second one uses “If, Then” phrasing which encourages the reader to drop his resistance with a comparative guarantee up front and keep reading.
This small change in your headline writing approach will make a huge difference in reader response. Work with it and see how convincing it is even while you are thinking up new phrases to pitch your products. It’s a charm.