"ATTENTION BEDWETTERS!"

Write your headlines to speak directly and only to your prospective buyers.

The purpose of a headline is to pick out people you want to interest. Whether they are bedwetters, home-owners, car buyers, or whatever. You care only for those people, so make your headline say so.
People refuse to be bored in print. In print, they can choose their own companions, their own subjects.
There may be products which interest them more than anything else in a magazine. But they will never know it unless the headline or the picture tells them.
The vast difference in headlines is shown by keyed returns and measurable sales responses. The identical ad run with various headlines differs tremendously in its returns. A carefully targetted change to a headline can multiply responses from five to ten times over.
Don’t think that those millions of readers will study your ads to find out if your product interests them. They will decide by a quick glance -- mainly by your headline or your pictures. Address your sales message directly, clearly, to the people you seek, and them only.