The success of an entire advertising campaign may stand or fall on what is said in the headlines of the individual advertisements.

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.

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.

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

The business of judging a headline AFTER you read the copy is wrong. It takes for granted that everybody reads 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.

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