Readers know what the copy is going to say.

The business of judging a headline AFTER you read the copy is wrong. It takes for granted that everybody reads the copy.

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

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

Do not try to make your headline so short that it fails to express your idea properly. It's more important to say what you want to say - even if it takes 20 words to do than make it short and fail to express your idea.

The advertiser's logotype at the bottom of the ad can be considered as part of the headline. After reading the headline, the reader instinctively looks down at the logotype to see the company name.

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.