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

Do not try to make your headline so short that it fails to express your idea properly. It's more important to say what you want to say - even if it takes 20 words to do than make it short and fail to express your idea.

Every single element in an advertisement - headline, subhead, photo, and copy - must be put there not because it looks good, not because it sounds good, but because testing has shown that it works best!

An advertisement will be a good one - that is if the headline is really a "stopper."

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

The success of an entire advertising campaign may stand or fall on what is said in the headlines of the individual advertisements.

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