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

Make an offer they can't refuse.

The advertiser's logotype at the bottom of the ad can be considered as part of the headline. After reading the headline, the reader instinctively looks down at the logotype to see the company name.

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

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

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