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!

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

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.

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

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!

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

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