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

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

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!

If you use a poor headline, it does not matter how hard you labor over your copy because your copy will not be read.

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

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

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.