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

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.

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.

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

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 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.

What good is all the painstaking work on copy if the headline isn't right? If the headline doesn't stop people, the copy might as well be written in Greek.