For headlines to be effective, they must be engaging and connect with the reader. The best headlines resonate emotionally with viewers, either amusing them, unsettling them, or making them curious or thoughtful.
Compare the headline in this first ad with that in the second.
The second ad, by STIR, features a short but arresting headline. Only four words long, it speaks to a legitimate fear, luring the reader into the copy in search of the promise.
Which one most compelled you to read on?