Get the big point of your advertisement into your headline. Use your headline as a hook to reach out and catch the special group of people you are trying to interest.

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.

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

Do not try to make your headline so short that it fails to express your idea properly. It's more important to say what you want to say - even if it takes 20 words to do than make it short and fail to express your idea.

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

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

Readers know what the copy is going to say.