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

Readers know what the copy is going to say.

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

You can write a 1st paragraph that continues the same thought you expressed in your headline. If you stop a reader with a headline about house paint, you can be sure of at least one thing about that reader: He wants more info about house paint. You will not lose him as long as you continue to give him what he wants.

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

The best headlines are those that appeal to the reader's self-interest, that is, headlines based on reader benefits. They offer readers something they want - and get from you.

Remember that the reader's attention is yours for only a single instant. They will not use up their valuable time trying to figure out what you mean.