And they all basically say the same thing: Does advertising (in this location) get your attention? And then comes the answer, with what they believe is a compelling, motivating, irrefutable argument: “It just did.”
Well, yes, I did notice it. But do they really feel that now I have been persuaded to advertise in a particular medium? Somehow I fell tricked, like they got me to look almost in spite of myself. The only reaction I have is a negative one.
So yes, there are some standard tricks and techniques that you can use to get someone to pay attention to your marketing. But it is a good idea not to use them and instead to come up with something new.
And make sure that there is something beneficial for your customer waiting on the other side of the headline.