The headlines are critically important. The majority of the public reads little else when deciding whether or not they are interested.

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.

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.

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.

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

The headlines are critically important. The majority of the public reads little else when deciding whether or not they are interested.

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