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

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.

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.

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

Unsuccessful headlines were not written without a strong appeal, but it was the wrong appeal for that product and that audience.

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

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.