Remember that the headline and the appeals are ONE AND THE SAME. In successful ads, the appeal is almost always expressed in the headline.

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.

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.

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.

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!).

Readers know what the copy is going to say.

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!