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

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

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

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

Make an offer they can't refuse.

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.

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.