After all, the headline is the first thing that is read. If the ad headline is weak, it may be the only thing that's read.

Think of it as the front door to your advertisement. It has to be attractive, or folks will move on to another door.

So, how to write good headlines for ads?

Here are eight checklist items to consider when evaluating advertising headlines:

• Does the advertising headline appeal to self-interest, offer exciting news or arouse interest?
• Is the advertising headline positive rather than negative?
• Does the advertising headline suggest that the reader can obtain something easily and quickly?
• Does the advertising headline use powerful and interesting words?
• Does the advertising headline stress the most important benefit of the product?
• Does the advertising headline grab the reader and cause him or her to read further?
• Is the headline believable?
• Does the headline work well with the copy in the body of the ad?

Always test a headline before you send your ad in. Ask colleagues, friends or relatives what they think of the headline for your ad. Even better, ask a prospective customer to give feedback on your ad headline.

Don't let your ego get in the way of a good headline. Take all feedback you get very seriously, and refine your ad headline until you get one that is truly exceptional.

Writing great ad headlines doesn't come naturally to everyone. But keep working at it, and you'll get better and better.