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

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.

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

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

Readers know what the copy is going to say.

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