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.

A good headline can make an advertisement good even if the picture is poor.

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

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

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

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

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.