Make an offer they can't refuse.

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

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

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

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.

Remember that the headline and the appeals are ONE AND THE SAME. In successful ads, the appeal is almost always expressed in the headline.

The business of judging a headline AFTER you read the copy is wrong. It takes for granted that everybody reads the copy.