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.

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.

Every single element in an advertisement - headline, subhead, photo, and copy - must be put there not because it looks good, not because it sounds good, but because testing has shown that it works best!

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.

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

The headlines are critically important. The majority of the public reads little else when deciding whether or not they are interested.

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