A long headline that really says something is more effective than a brief heading that says nothing.

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.

In a perfect world, there would be freedom of religion and freedom for all religions to exercise their religion everywhere.

May the ability to see many points view keep us gentle.

Just because one pedophile is a football coach, please don't turn against all pedophiles.

I used to get drunk in venues after my shows and sign the walls "Ed was here." So if you see that, it was me.

I'm just an entertainer, man. I don't like to pigeonhole myself to anything. I love to do it all.

The focus of education should not be on suppressive information but on kindling the thirst for knowing.

The weak fear happiness itself. They can harm themselves on cotton wool. Sometimes they are wounded even by happiness

Of all the creative acts performed by the artist, the most directly legible is drawing... it is the act that is most directly and spontaneously governed by his nervous and muscular system.

Everything is bicycle.