The headline is the main focus point
It follows that unless your headline sells your product, you have wasted 90 percent of your time and money
The headline must sum up all elements of value on offer so its easier to continue to the next part of writing an value proposition and rewrite the headline later.
A great headline convinces more people to read your copy while a poor one sends potential customers searching for something else to read.
It's all about grabbing the readers attention in a clever way to awaken his natural desire to know more.