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.

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.

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

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

Remember that the headline and the appeals are ONE AND THE SAME. In successful ads, the appeal is almost always expressed in the headline.

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

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.