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.

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.

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

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.

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

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

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