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

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

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 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.

A good headline can make an advertisement good even if the picture is poor.

The headlines are critically important. The majority of the public reads little else when deciding whether or not they are interested.

Avoid the "hard-to-grasp" headline - the headline that requires thought and is not clear at first glance.