What good is all the painstaking work on copy if the headline isn't right? If the headline doesn't stop people, the copy might as well be written in Greek.

The most frequent reason for unsuccessful advertising is advertisers who are so full of their own accomplishments (the world's best seed!) that they forget to tell us why we should buy (the world's best lawn!).

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

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

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.

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

The best headlines are those that appeal to the reader's self-interest, that is, headlines based on reader benefits. They offer readers something they want - and get from you.