Unsuccessful headlines were not written without a strong appeal, but it was the wrong appeal for that product and that audience.

If the headline is a good one, it is a relatively simple matter to write the copy.

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!

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

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.

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

Get the big point of your advertisement into your headline. Use your headline as a hook to reach out and catch the special group of people you are trying to interest.