Now I spend hours on headlines - days if necessary. And when I get a good headline, I know that my task is nearly finished..

Don't underestimate the value of beginning a headline by naming the people you want to reach..

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

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

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

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….

Make an offer they can't refuse..

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

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 ….

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….

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

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,….

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….

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

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

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

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….

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

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..

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