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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!