The purpose of a headline is to pick out people you can interest.

What you have will interest certain people only, and for certain reasons. You care only for those people.

We pick out what we wish to read by headlines, and we don’t want those headlines misleading.

Always bear these facts in mind. People are hurried. The average person worth cultivating has too much to read. They skip three-fourths of the reading matter which they pay to get. They are not going to read your business talk unless you make it worth their while and let the headline show it.

People will not be bored in print or online.

The entire return from an ad depends on attracting the right sort of readers.

It is not uncommon for a change in headlines to multiply returns from five or ten times over.

Don’t think that those millions will read your ads to find out if your product interests. They will decide at a glance—by your headline or your pictures. Address the people you seek, and them only.