To impress your offer on the mind of the reader or listener, it is necessary to put it into brief, simple language...No farfetched or obscure stateme….

For every curiosity headline that succeed in getting results, a dozen will fail..

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 ….

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..

Remember that the headline and the appeals are ONE AND THE SAME. In successful ads, the appeal is almost always expressed in the headline..

In striving to produce an attractive headline, the copywriter should not emphasize the "quick, easy way" to such an extent that the headline becomes ….

Make an offer they can't refuse..

The headlines are critically important. The majority of the public reads little else when deciding whether or not they are interested..

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

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

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

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,….

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..

Get the big point of your advertisement into your headline. Use your headline as a hook to reach out and catch the special group of people you are tr….

Every single element in an advertisement - headline, subhead, photo, and copy - must be put there not because it looks good, not because it sounds go….

Even today you can look through almost any consumer or professional publication and find headlines that possess not a single one of the necessary qua….

The most frequent reason for unsuccessful advertising is advertisers who are so full of their own accomplishments (the world's best seed!) that they ….

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 t….

The best headlines are those that appeal to the reader's self-interest, that is, headlines based on reader benefits. They offer readers something the….

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