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.

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.

Readers know what the copy is going to say.

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.

If you are going to emphasize certain words in the headline, be sure that they are the words that say something.