Studies show that you have less than five seconds to get the attention of a reader. Think about your daily newspaper.
Most people scan the paper.
If the headline gets their attention, they will probably read the rest of the article. If it doesn't, they probably skip over that story, and continue scanning until they see something of interest. The first thing that should be seen is your headline. If you look at your Newspaper, the headlines are usually short, in a larger type, bold print, and give a good idea as to what the article is all about. The same holds true when writing an advertisement.