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

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

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.

The business of judging a headline AFTER you read the copy is wrong. It takes for granted that everybody reads the copy.

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

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

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.