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

The purpose of the headlines must be to convey a message to people who read headlines, then decide whether or not they will look at the copy.

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

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.

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

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

The most frequent reason for unsuccessful advertising is advertisers who are so full of their own accomplishments (the world's best seed!) that they forget to tell us why we should buy (the world's best lawn!).