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.

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

Unsuccessful headlines were not written without a strong appeal, but it was the wrong appeal for that product and that audience.

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

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

Get the big point of your advertisement into your headline. Use your headline as a hook to reach out and catch the special group of people you are trying to interest.

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.