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

If you use a poor headline, it does not matter how hard you labor over your copy because your copy will not be read.

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.

Remember that the headline and the appeals are ONE AND THE SAME. In successful ads, the appeal is almost always expressed in the headline.

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

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.