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.

Unsuccessful headlines were not written without a strong appeal, but it was the wrong appeal for that product and that audience.

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

Now I spend hours on headlines - days if necessary. And when I get a good headline, I know that my task is nearly finished.

The purpose of the headlines must be to convey a message to people who read headlines, then decide whether or not they will look at the copy.

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.

The advertiser's logotype at the bottom of the ad can be considered as part of the headline. After reading the headline, the reader instinctively looks down at the logotype to see the company name.