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

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

The success of an entire advertising campaign may stand or fall on what is said in the headlines of the individual advertisements.

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.

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

Even today you can look through almost any consumer or professional publication and find headlines that possess not a single one of the necessary qualities, such as self-interest, news, or curiosity.

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.