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

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

Remember that the reader's attention is yours for only a single instant. They will not use up their valuable time trying to figure out what you mean.

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

In striving to produce an attractive headline, the copywriter should not emphasize the "quick, easy way" to such an extent that the headline becomes unbelievable.

A good headline can make an advertisement good even if the picture is poor.

Every single element in an advertisement - headline, subhead, photo, and copy - must be put there not because it looks good, not because it sounds good, but because testing has shown that it works best!