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.

For every curiosity headline that succeed in getting results, a dozen will fail.

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 the headline is a good one, it is a relatively simple matter to write the copy.

If you are going to emphasize certain words in the headline, be sure that they are the words that say something.

The most frequent reason for unsuccessful advertising is advertisers who are so full of their own accomplishments (the world's best seed!) that they forget to tell us why we should buy (the world's best lawn!).