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.

A long headline that really says something is more effective than a brief heading that says nothing.

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

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.

For every curiosity headline that succeed in getting results, a dozen will fail.

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

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