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Headline is the thing that is visible to the audience first and if your headline is awsome your audiences will be instantly attracted towards your add. For that you need to make the headline of the add that much interesting that the people once they just hear or see instead of closing it or changing the channel get sticked to your advertisment.. there are many professional who have been in this field for the last many years and they have also studied the Psychie of Humans and they know how that how to grab the attention of the people... for that they charge high rates but the headlines and the ads they make are really profitable.. there are some ways for example write a shocking work as heading so that everyone gets stunt and second it make it funny ... there are many ways and professionals know best...