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.

A good headline can make an advertisement good even if the picture is poor.

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.

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.

The most frequent reason for unsuccessful advertising is advertisers who are so full of their own accomplishments (the world's best seed!) that they forget to tell us why we should buy (the world's best lawn!).

Readers know what the copy is going to say.

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.