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

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.

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.

The headlines are critically important. The majority of the public reads little else when deciding whether or not they are interested.

I believe one should never invalidate another, even if you don't agree. No one is ever 100% right or 100% wrong. There is always some measure of truth on both sides." - L. R. W. Lee

Can you fall for someone because you're lazy?

We're playing for our lives now.

I think I'm a living embodiment of, 'Don't try to push me around or squash me,' whether its how I talk to a record label or in my relationships.

It is really wonderful for me to understand that there are times in life when your job, and the excellence of your job, requires to not be - have the comfort zone of being popular.

At the moment we're playing more stuff from our upcoming album which is really a departure from any record we've done.

Socialism for rich bankers and capitalism for everyone else.

Don't be someone else's slogan because you are poetry.

There is no place where espionage is not possible.

We do not want to be in the middle of an axis that starts in the Mediterranean and ends in Tehran. We do not want to be a barricade for [Iran's] nuclear facilities.