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

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.

You can write a 1st paragraph that continues the same thought you expressed in your headline. If you stop a reader with a headline about house paint, you can be sure of at least one thing about that reader: He wants more info about house paint. You will not lose him as long as you continue to give him what he wants.

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

To impress your offer on the mind of the reader or listener, it is necessary to put it into brief, simple language...No farfetched or obscure statement will stop them. You have got to hit them where they live in the heart or in the head. You have got to catch their eyes or ears with something simple, something direct, something they want.

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.