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

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

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.

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.

Avoid the "hard-to-grasp" headline - the headline that requires thought and is not clear at first glance.

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.

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.