Readers know what the copy is going to say.

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.

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

Readers know what the copy is going to say.

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.

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