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

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

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.

What good is all the painstaking work on copy if the headline isn't right? If the headline doesn't stop people, the copy might as well be written in Greek.

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

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.

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.