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

We cannot go after thousands of men until we learn how to win one.

Most national advertising is done without justification. It is merely presumed to pay. A little test might show a way to multiply returns

Ads are not written to entertain. When they do, those entertainment seekers rare little likely to be the people whom you want. This is one of the greatest advertising faults. Ad writers abandon their part. They forgot they are salesmen and try to be performers. Instead of sales, they seek applause

Do nothing to merely interest, assume or attract. This is not your province. Do only that wins the people you are after in the cheapest possible way

Names which tell stories have been worth millions of dollars. So a great deal of research often precedes the selection of a name.

A man coined to superlative must expect that his every statement will be taken with some caution