The 12 steps in a nutshell:

1. Get Attention (headline + opening)
2. Identify their problem - agitate
3. Provide the solution
4. Why you're qualified
5. Present the Benefits
6. Give Social Proof
7. Make an Irresistible Offer
8. Strong Guarantee
9. Add Scarcity
10. Call to Action
11. Warn about consequences of not acting NOW
12. Remind of Irresistible Offer

-----------------------------------------

(Step #1)
Get Attention

Whole books have been written on headlines alone... however... research shows that there is ONE headline that is almost guaranteed to work... especially if you are not sure where to begin. It's the "How To..." headline... Here's an example:
How to [Instant Solution] In [Moments / Minutes / Hours / Instantly] Without [Big Problem 1], [Big Problem 2], or [Big Problem 3]... Guaranteed!

In most cases this headline works. To get you started, here some more proven headlines...

Who Else Wants [DESIRED OUTCOME]?

If You Can [SOMETHING SIMPLE], Then You Can [DESIRABLE RESULT]

Here's a Quick Way to [SOLVE BIG PROBLEM]

Give Me [SHORT TIME PERIOD] and I'll Give You [SOLUTION]

For [DESIRED OUTCOME], This Works Like Crazy!