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!).

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

Avoid the "hard-to-grasp" headline - the headline that requires thought and is not clear at first glance.

Remember that the headline and the appeals are ONE AND THE SAME. In successful ads, the appeal is almost always expressed in the headline.

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

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 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!).