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

In striving to produce an attractive headline, the copywriter should not emphasize the "quick, easy way" to such an extent that the headline becomes unbelievable.

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

To impress your offer on the mind of the reader or listener, it is necessary to put it into brief, simple language...No farfetched or obscure statement will stop them. You have got to hit them where they live in the heart or in the head. You have got to catch their eyes or ears with something simple, something direct, something they want.

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

Remember that the headline and the appeals are ONE AND THE SAME. In successful ads, the appeal is almost always expressed in the headline.

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