Announce Themselves

Compress

Create Visibility

End Without A Period

Exist To Be Interpreted

Exist To Be Noticed

Feel Too Real

Organize Attention

Reward Compression

Transfer Information

headline

is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.

The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising. David Ogilvy

is the most important element in most advertisements. It is the telegram which decides the reader whether to read the copy.

The headline is the most important element in most advertisements. It is the telegram which decides the reader whether to read the copy. David Ogilvy

is best when it appeals to the reader's self-interest, that is, headlines based on reader benefits.

The best headlines are those that appeal to the reader's self-interest, that is, headlines based on reader benefits. They offer readers something they want - and get from you.

is the only thing the majority of the public reads when deciding whether or not they are interested.

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

is a thing which, if it doesn't stop people, the article might as well be written in Greek.

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 Greek.

is vital --- Use a poor one and it just doesn't matter how hard you labor over the article for it will not be read.

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

 can never be judged after one reads the article, for its sole purpose is to cause one to read it.

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

is more effective if it's long and really says something than if it's brief and says nothing.

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

headline, n.All

headline