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

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.

Readers know what the copy is going to say.

The business of judging a headline AFTER you read the copy is wrong. It takes for granted that everybody reads the copy.

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.

The purpose of the headlines must be to convey a message to people who read headlines, then decide whether or not they will look at the copy.

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.