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

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.

What good is all the painstaking work on copy if the headline isn't right? If the headline doesn't stop people, the copy might as well be written in Greek.

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 use a poor headline, it does not matter how hard you labor over your copy because your copy will not be read.

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

The best headlines are those that appeal to the reader's self-interest, that is, headlines based on reader benefits. They offer readers something they want - and get from you.

Don't underestimate the value of beginning a headline by naming the people you want to reach.

Even today you can look through almost any consumer or professional publication and find headlines that possess not a single one of the necessary qualities, such as self-interest, news, or curiosity.

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

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.

Let no one be fooled by the fact that we may write in English, for we intend to do unheard of things with it.

The choice to make good choices is the best choice you can choose. Fail to make that choice and on most choices you will lose.

Ignorance is your opponent, fear is your enemy, vice is your adversary, virtue is your friend, and wisdom is your helper.

Critics are those righteous experts who judge other people's hard earned accomplishmens as they themselves stand on the sidelines of life.

I am partly to blame for the decking boom, and I am sorry, I know it?s everywhere these days.

There is no such thing as a crime of passion, only a crime of possession.

Dinner theater is anti-culture.

Poetry is a man arguing with himself; rhetoric is a man arguing with others.

Omnicompetence,' the ability to obtain whatever one wants or needs, is an unattainable but continuously approachable ideal for all mankind - past, present, and future.