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

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

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

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

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.

To impress your offer on the mind of the reader or listener, it is necessary to put it into brief, simple language...No farfetched or obscure statement will stop them. You have got to hit them where they live in the heart or in the head. You have got to catch their eyes or ears with something simple, something direct, something they want.