Your ad copy can mean the difference between profitable and unprofitable results from your marketing efforts. There are many ways to boost ad response. Yes, headlines can even affect response to your web pages.
Many copywriters spend more time on headlines than they do on all other elements of an ad combined.
If the headline doesn't do its job, the ad will most likely fail. There is little point in drawing the attention of those who have no interest in your offer. This shady-sounding term refers to a file or collection of winning ad copy that others have used successfully. No, I'm not advocating that you plagiarize the work of other copywriters. What I'm suggesting is that you creatively adapt the winning elements of other proven ads to your own situation.