Headline-Summary of Fundamental Rules

1. Insert "self-interest" in every headline you write. Your headline should suggest to the reader that here is something he wants.

2. Avoid headlines that merely produce curiosity for curiosity sake. When using curiosity in your headline, you should combine it with news or self-interest.

3. If you have news - in other words, you're offering a new product or new uses for an old product - it's essential that you get this right into your headline.

4. Avoid when possible gloomy headlines. Always strive for the positive and lively.

5. When possible, suggest in your headline that here is something quick and easy that your reader wants or needs.