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.

What good is all the painstaking work on copy if the headline isn't right? If the headline doesn't stop people, the copy might as well be written in Greek.

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

If the headline is a good one, it is a relatively simple matter to write the copy.

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

If you use a poor headline, it does not matter how hard you labor over your copy because your copy will not be read.

Make an offer they can't refuse.