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

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.

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.

Make an offer they can't refuse.

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.

Now I spend hours on headlines - days if necessary. And when I get a good headline, I know that my task is nearly finished.