Write a bridge to keep them reading. The next line after your headline is . your short, sweet chance to create a solid impression of your company in the minds of your audience. After your mysterious/shocking/emotional headline, you need to follow up with something substantive - otherwise, your headline will be perceived as mere hype. Use the bridge to tell the consumer what need your product can fill.
Remember that every word counts. Your bridge language needs to be just as compelling as your headline, because there's still a good chance you could lose people before they get to the end of your ad.
Touch on the major benefits your product will bring the consumer. Your bridge should contain your strongest selling points.