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

In striving to produce an attractive headline, the copywriter should not emphasize the "quick, easy way" to such an extent that the headline becomes unbelievable.

You can write a 1st paragraph that continues the same thought you expressed in your headline. If you stop a reader with a headline about house paint, you can be sure of at least one thing about that reader: He wants more info about house paint. You will not lose him as long as you continue to give him what he wants.

Make an offer they can't refuse.

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.

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