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

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

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

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.

A long headline that really says something is more effective than a brief heading that says nothing.

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.

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