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!

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.

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.

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

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.

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.

If you are going to emphasize certain words in the headline, be sure that they are the words that say something.