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

If you are going to emphasize certain words in the headline, be sure that they are the words that say something.

The purpose of the headlines must be to convey a message to people who read headlines, then decide whether or not they will look at the copy.

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.

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!

Avoid the "hard-to-grasp" headline - the headline that requires thought and is not clear at first glance.

Readers know what the copy is going to say.