An advertisement will be a good one - that is if the headline is really a "stopper."

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.

There is nothing good in this world which time does not improve.

Intellectuals cannot be good revolutionaries; they are just good enough to be assassins.

Nobody wants to hear me rap.

In another life, I would be your girl. Capable of making promises. We would rule the world.

I rarely buy a shoe that is completely specific to a time and outfit. I generally tend to spend money on good shoes that can go with everything.

A growing and increasingly influential movement of philosophers, ethicists, law professors and activists are convinced that the great moral struggle of our time will be for the rights of animals.

The dark has to be contained in the light or the light will be contained in the dark.

I am growing to love DC. But the core of Sonia is a New Yorker.

Old heads as well as young may sometimes be charged with ignorance and presumption. The natural course of the human mind is certainly from credulity to skepticism.

I heard that women are attracted to bad boys, so every once in a while, I throw a recyclable into the regular garbage.