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 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.

Now I spend hours on headlines - days if necessary. And when I get a good headline, I know that my task is nearly finished.

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

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