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.

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.

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!).

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

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