Beware of heads that contain words of double meaning, as,
NURSES HOPE
TO WIN GAME
The word nurses may be taken as a noun or a verb.
In this head the first word might be read as a noun or as a verb:
SCOUTS CLAIM KAISER
IS TO BLAME FOR WAR
Use as little punctuation as possible in the first deck.
Avoid alliteration.
Use few abbreviations.
Use figures sparingly.
Insert subheads in long stories at intervals of 150 to 200 words. Use at least two subheads or none.