For every curiosity headline that succeed in getting results, a dozen will fail.

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.

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.

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

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

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.

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.