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

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.

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!

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

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

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.