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

If the headline is a good one, it is a relatively simple matter to write the copy.

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

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.

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

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

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.