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

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

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!).

To impress your offer on the mind of the reader or listener, it is necessary to put it into brief, simple language...No farfetched or obscure statement will stop them. You have got to hit them where they live in the heart or in the head. You have got to catch their eyes or ears with something simple, something direct, something they want.

Readers know what the copy is going to say.

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

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.