The purpose of the headlines must be to convey a message to people who read headlines, then decide whether or not they will look at the copy.

An advertisement will be a good one - that is if the headline is really a "stopper."

The success of an entire advertising campaign may stand or fall on what is said in the headlines of the individual advertisements.

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.

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

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

Avoid the "hard-to-grasp" headline - the headline that requires thought and is not clear at first glance.