Make an offer they can't refuse.

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.

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.

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.

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