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.

You can write a 1st paragraph that continues the same thought you expressed in your headline. If you stop a reader with a headline about house paint, you can be sure of at least one thing about that reader: He wants more info about house paint. You will not lose him as long as you continue to give him what he wants.

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.

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

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.

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 most frequent reason for unsuccessful advertising is advertisers who are so full of their own accomplishments (the world's best seed!) that they forget to tell us why we should buy (the world's best lawn!).