The Headline is Important
How do you craft the most catching headline and where find examples?
Write a lot of headlines. He writes 200 plus headlines to find 4 or 5 that he will test. If this headline appeared in a major newspaper, is it strong enough to stop the reader to read the headline and read the 1st few sentences. When you start out with a weak headline your ad will flop.
Isolate the major benefits of the product in 17 words or less in bullet form
Then list the six best and try those. Inspect and study the product. Isolate benefits on each page and they become ultimately the headlines and if not the lead headline, I take the responses and use them as bullet points in the ad.