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."

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.

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

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

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