It really depends on the audience. If it's B2C, I feel I can be more creative and fun with things like "Join the Tribe." B2B clients seem to appreciate a more straightforward approach, such as "Get the Guide."
Understand Your Reader And Understand Your Audience
You really shouldn’t sit down to write copy unless you first intimately understand your reader. And you want to know things like:
What keeps them up at night?
What are their problems?
What do they really want but they’re not getting?
How you can help them?
Do some basic research on your prospects, on your ideal customers and the people who are going to be reading your copywriting. Understand them deeply before you sit down and write. Doing it this way can ensure that you hit all the hot buttons when you’re writing.