Avoid the "hard-to-grasp" headline - the headline that requires thought and is not clear at first glance.

The headlines are critically important. The majority of the public reads little else when deciding whether or not they are interested.

The most frequent reason for unsuccessful advertising is advertisers who are so full of their own accomplishments (the world's best seed!) that they forget to tell us why we should buy (the world's best lawn!).

Do not try to make your headline so short that it fails to express your idea properly. It's more important to say what you want to say - even if it takes 20 words to do than make it short and fail to express your idea.

Remember that the headline and the appeals are ONE AND THE SAME. In successful ads, the appeal is almost always expressed in the headline.

The success of an entire advertising campaign may stand or fall on what is said in the headlines of the individual advertisements.

What good is all the painstaking work on copy if the headline isn't right? If the headline doesn't stop people, the copy might as well be written in Greek.