-Promise a reader a benefit (whiter wash, more miles per gallon, freedom from pimples)

-Headlines which contain news are sure-fire. Announcement of a new product, an improvement in an old product. Ads with news are recalled 22% more.

-Don’t be shy using words such as “amazing, introducing, now, suddenly”. They have proved their worth.

-Include your brand name in your headline. If you don’t, 80% of readers (who don’t read your body copy) will never know what product you are advertising.

-If you advertise a product that is only bought by a small group of people, put a word in your headline which will flag them down, like asthma, bedwetters, women over thirty-five.

-Headlines under 10 words get more readership. But 10 words headlines sold more than short headlines. Conclusion: Do the headline that fits best your needs.

-Headlines that offer the reader helpful information attract above-average readership (like HOW TO WIN FRIENDS AND INFLUENCE PEOPLE).

-Be specific:

“Sears makes a profit of 5%”

Better than

“Sears profit was less than you might suppose”

-Headlines in quotes, you will increase recall by 28%.

In local ads, include the name of the city. People are more interested in what’s happening where they live.

-Ogilvy on Avertising, p.71