Get That "One Thing" Into Your Web Page Headline
http://www.excessvoice.com/article113.htm

Usborne, Nick
Excess Voice
2006

Abstract:

If you are presenting a risk-free trial of something...get that message into your headline. This may sound obvious, but while we were testing various offer pages, it became clear that the winning pages all had headlines which were focused on the offer, and were very much reader and benefit centered.