Almost all marketing has a visual (graphic) element to it. And it is the first thing that has to work because if the visual element doesn’t grab someone’s eyeballs, you aren’t going to get a chance to get your message across. So this is important!
Of course, a lot of times this is the only thing a marketing piece does right. We’ve all seen ads which made us go “WoW!” and the next day you couldn’t remember what brand was being promoted. But that’s no excuse for or reason not to get this right.
THEN make sure your headline interests people and the rest of your copy is compelling and really speaks to the person you are trying to reach.