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

Every reader of your ad is interested, else he would not be a reader. You are dealing with someone willing to listen. Then do your level best. That reader, if you lose him now, May never again be a reader

People will not be bored. They may listen politely at a dinner table to boasts and personalities, life history, etc. But in print they choose their own companions, their own subjects. They was to be amused or benefitted

Changing people's habits is very expensive

The writing of headline is one of the great journalistic arts. They either conceal or reveal am interest

The man who wins out and survives does so only because of superior science and strategy.

Ads are planned and written with some utterly wrong conception. They are written to please the seller. The interests of the buyer are forgotten.