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

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

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

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 loo….