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.

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

Get the big point of your advertisement into your headline. Use your headline as a hook to reach out and catch the special group of people you are trying to interest.

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

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

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.

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