The purpose of a headline is to pick out people you can interest. You wish to talk to someone in a crowd. So the first thing you say is, "hey there, Bill Jones" to get the right persons attention.so it is in n advertisement

If a claim is worth making, make it in the most impressive way.

Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves

Fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject

Platitudes and generalities roll off the human understanding like water from a duck.

Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.

Curiosity is one of the strongest human incentives