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

An advertisement will be a good one - that is if the headline is really a "stopper."

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

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!).

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.

The best headlines are those that appeal to the reader's self-interest, that is, headlines based on reader benefits. They offer readers something they want - and get from you.