The success of an entire advertising campaign may stand or fall on what is said in the headlines of the individual advertisements.

A long headline that really says something is more effective than a brief heading that says nothing.

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

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.

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.

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 headlines are critically important. The majority of the public reads little else when deciding whether or not they are interested.