When advertising a quick and eye catching headline is a must or or it will not stop people and make them want to read your advertising message. This is a major point where so many falter. If you are paying to reach thirty thousand people per day and yet none or very few are reading your message then your have wasted your monies.
Show your ad to a test group of people and see if they stop and read your ad or are they only reading it because you asked them to?
David Ogilvy states that simply changing a headline can increase your results by ten fold.