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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.

Headline writing is an art form.

What you say in advertising is more important than how you say it.

Advertising is the art of the tiny. You have to tell a complete a story and deliver a complete message in a very encapsulated form. It disciplines you to cut away extraneous information.

I have learned that it is far easier to write a speech about good advertising than it is to write a good ad.

Far more thought and care go into the composition of any prominent ad in a newspaper or magazine than go into the writing of their features and editorials.

Advertising is, of course, important because advertise is the final design. It's the last layer that speaks to the customer, that tells them what you have.

There's still a place for someone to come up with a strong headline, some copy in a commercial that's well written. I'm not saying it was better in the old days; it's just a totally different way of communicating.

Writing headlines is a specialty - there are outstanding writers who will tell you they couldn't write a headline to save their lives.

Headline writing is tough because often times you are given a predetermined number of spaces and words depending on the layout and the type of the story.