The purpose of the headlines must be to convey a message to people who read headlines, then decide whether or not they will look at the copy.
![The purpose of the headlines must be to convey a message to people who read headlines, then decide whether or not they will look at the copy.](http://cdn.quoteddaily.com/images/john-caples/the-purpose-of-the-headlines-must-be-to-convey-a-message-to-people-who-read-headlines-then-decide-whether-or.jpg)
The purpose of the headlines must be to convey a message to people who read headlines, then decide whether or not they will look at the copy.