No words are read by more people than those contained within the headline.
According to one of the top advertising gurus of all time, David Ogilvy,
five times as many people read the headline as read the body copy.

Headlines provide the necessary detail to help readers determine
where to spend their time. They tip off readers and either attract
or repel them in droves. If your headline doesn’t instantly reach
out and touch the prospect, chances are good that the rest of your
ad doesn’t stand a chance.

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