of an advertisement, the silliest thing of all is to run an ad without any headline at all – ‘a headless wonder’ If you would like more guidance on writing headlines, I commend you to John Caples’ book Tested Advertising Methods (Prentice-Hall). On average, helpful information is read by 75 per cent more people than copy which deals only with the product. This ad told how Rinso gets out stains. It was read and remembered by more people than any detergent ad that had ever been researched, but it should never have run because it was ‘off strategy’ – it did not deliver the agreed selling promise that ‘Rinso Washes Whiter.’ The photograph shows different kinds of stains. The blood was my own; I am the only copywriter who has literally bled for his client. Click here for hi-res image and text. My favorite headlines