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 advertiser's logotype at the bottom of the ad can be considered as part of the headline. After reading the headline, the reader instinctively looks down at the logotype to see the company name.

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

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

If you use a poor headline, it does not matter how hard you labor over your copy because your copy will not be read.

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

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.