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.

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.

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.

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.

If you use a poor headline, it does not matter how hard you labor over your copy because your copy will not be read.

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