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.

To impress your offer on the mind of the reader or listener, it is necessary to put it into brief, simple language...No farfetched or obscure statement will stop them. You have got to hit them where they live in the heart or in the head. You have got to catch their eyes or ears with something simple, something direct, something they want.

An advertisement will be a good one - that is if the headline is really a "stopper."

A good headline can make an advertisement good even if the picture is poor.

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.

Make an offer they can't refuse.

For every curiosity headline that succeed in getting results, a dozen will fail.