Copywriting - Is Your Headline Working?

There is a relatively simple test to give a head line and know whether you're close or far away from being right. And it is to take the headline out of context and away from everything else, and see if it works standing alone. Or does the headline only work when supported by and in the context of everything else around it? If that's true, of course it's failing. It's its predominant purpose of being an adfor the ad. They really have to earn their keep. There has to be a reason for them.