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

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.

Avoid the "hard-to-grasp" headline - the headline that requires thought and is not clear at first glance.

Make an offer they can't refuse.

To impress your offer on the mind of the reader or listener, it is necessary to put it into brief, simple language...No farfetched or obscure statement will stop them. You have got to hit them where they live in the heart or in the head. You have got to catch their eyes or ears with something simple, something direct, something they want.

The business of judging a headline AFTER you read the copy is wrong. It takes for granted that everybody reads the copy.

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