Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.
Never write an advertisement which you wouldn't want your family to read. You wouldn't tell lies to your own wife. Don't tell them to mine.
If you want ACTION, don’t write. Go and tell the guy what you want.
Advertising is only evil when it advertises evil things.
Never stop testing, and your advertising will never stop improving.
It follows that unless your headline sells your product, you have wasted 90 percent of your money.