If you are going to emphasize certain words in the headline, be sure that they are the words that say something.

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!).

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

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.

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.

If you are going to emphasize certain words in the headline, be sure that they are the words that say something.

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.