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!).

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.

The headlines are critically important. The majority of the public reads little else when deciding whether or not they are interested.

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.

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

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.

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