Avoid the "hard-to-grasp" headline - the headline that requires thought and is not clear at first glance.

Remember that the headline and the appeals are ONE AND THE SAME. In successful ads, the appeal is almost always expressed in the headline.

If the headline is a good one, it is a relatively simple matter to write the copy.

Every copywriter knows what it is to struggle with a copy for hours, for days - fixing it, polishing it, rearranging it. We have all been quilty of leaving the headline until the last and the spending half and hour on it - or perhaps only ten minutes.

Make an offer they can't refuse.

Unsuccessful headlines were not written without a strong appeal, but it was the wrong appeal for that product and that audience.

The business of judging a headline AFTER you read the copy is wrong. It takes for granted that everybody reads the copy.