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

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

Readers know what the copy is going to say.

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

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

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

Make an offer they can't refuse.