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

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

Make an offer they can't refuse.

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

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 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 best headlines are those that appeal to the reader's self-interest, that is, headlines based on reader benefits. They offer readers something they want - and get from you.