The headline in the Austin American Statesman:
Bush says Iran Still a Threat
The headline in the New York Times:
Bush Insists Iran Remains a Threat Despite Arms Data
Set aside political debate. Just consider how each of these headlines predisposes the reader while purporting to summarize the same event.
Marketing is about persuasion, hopefully more so than news outlets (!). How can you predispose your readers? How can you load the debate before it begins?
Every word in your headline counts. Use it to frame the debate before you potential customer even sees the competition.