Readers know what the copy is going to say.
A long headline that really says something is more effective than a brief heading that says nothing.
Make an offer they can't refuse.
An advertisement will be a good one - that is if the headline is really a "stopper."
The advertiser's logotype at the bottom of the ad can be considered as part of the headline. After reading the headline, the reader instinctively looks down at the logotype to see the company name.
The business of judging a headline AFTER you read the copy is wrong. It takes for granted that everybody reads the copy.