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

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.

The purpose of the headlines must be to convey a message to people who read headlines, then decide whether or not they will look at the copy.

Remember that the reader's attention is yours for only a single instant. They will not use up their valuable time trying to figure out what you mean.

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

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

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