Now I spend hours on headlines - days if necessary. And when I get a good headline, I know that my task is nearly finished.

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!).

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.

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

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.

A good headline can make an advertisement good even if the picture is poor.

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.