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

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.

Remember that the headline and the appeals are ONE AND THE SAME. In successful ads, the appeal is almost always expressed in the headline.

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

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.

Do not try to make your headline so short that it fails to express your idea properly. It's more important to say what you want to say - even if it takes 20 words to do than make it short and fail to express your idea.

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