Readers know what the copy is going to say.

If you are going to emphasize certain words in the headline, be sure that they are the words that say something.

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

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.

Make an offer they can't refuse.

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

Every single element in an advertisement - headline, subhead, photo, and copy - must be put there not because it looks good, not because it sounds good, but because testing has shown that it works best!