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.

The success of an entire advertising campaign may stand or fall on what is said in the headlines of the individual advertisements.

Get the big point of your advertisement into your headline. Use your headline as a hook to reach out and catch the special group of people you are trying to interest.

The purpose of the headlines must be to convey a message to people who read headlines, then decide whether or not they will look at the copy.

Readers know what the copy is going to say.

A long headline that really says something is more effective than a brief heading that says nothing.

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