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

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 advertiser's logotype at the bottom of the ad can be considered as part of the headline. After reading the headline, the reader instinctively looks down at the logotype to see the company name.

Remember that the reader's attention is yours for only a single instant. They will not use up their valuable time trying to figure out what you mean.

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

The headlines are critically important. The majority of the public reads little else when deciding whether or not they are interested.