What makes a good headline? What´s the best attention grabber for a radio or TV spot? John Caples, in his "Tested Advertising Methods" recommends any of the four topics:
Self-interest of the reader/viewer
Pique their curiosity
The "quick and easy" way
Something with news value (new and improved)
And if you can combine several of these elements, you´re well on your way to a great ad!

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