Hi Linda:
I can't really comment on the headlines being staff and all but I will pass on my thinking when it comes to constructing a headline for an ad.
My aim is to make the viewer go, "What the..." in order to entice them to click. Sometimes I use cryptic messages that loosely relate, other times I examine what the competition is doing and try to take an alternate and completely opposite approach.
Both methods have worked well for me in the past. Quite simply, posting headlines which resemble most other headlines advertising the same product will net you the same results each time. nil.
Hope this helps.
Regards,
Michael, Adlandpro'grammer'
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