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.

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

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.

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

Every single element in an advertisement - headline, subhead, photo, and copy - must be put there not because it looks good, not because it sounds good, but because testing has shown that it works best!

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

For every curiosity headline that succeed in getting results, a dozen will fail.