Readers know what the copy is going to say.

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

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.

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

Make an offer they can't refuse.

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.

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