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

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

The advertiser's logotype at the bottom of the ad can be considered as part of the headline. After reading the headline, the reader instinctively looks down at the logotype to see the company name.

Now I spend hours on headlines - days if necessary. And when I get a good headline, I know that my task is nearly finished.

You can write a 1st paragraph that continues the same thought you expressed in your headline. If you stop a reader with a headline about house paint, you can be sure of at least one thing about that reader: He wants more info about house paint. You will not lose him as long as you continue to give him what he wants.

Make an offer they can't refuse.

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.