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

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

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.

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

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

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!).

Make an offer they can't refuse.