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

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

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

In striving to produce an attractive headline, the copywriter should not emphasize the "quick, easy way" to such an extent that the headline becomes unbelievable.

Every single element in an advertisement - headline, subhead, photo, and copy - must be put there not because it looks good, not because it sounds good, but because testing has shown that it works best!

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

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