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 use a poor headline, it does not matter how hard you labor over your copy because your copy will not be read.

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

Get the big point of your advertisement into your headline. Use your headline as a hook to reach out and catch the special group of people you are trying to interest.

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.

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

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.