For every curiosity headline that succeed in getting results, a dozen will fail.

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.

It is in vain to say human beings ought to be satisfied with tranquility: they must have action

The most important thing about a technology is how it changes people.

True conscience is Christ.

The ultimate language of yoga is expressed in doing yoga, a practice that transcends words as we open our lives to living more consciously through the infinite wisdom of the heart.

He who writes in blood and aphorisms does not want to be read, he wants to be learned by heart.

For me, the key is always trying to find the connection between the audience and the character I'm playing. That's important to me, in any work I do.

Go mad, and beat their wives; Plunge (after shocking lives) Razors and carving knives Into their gizzards.

I'm also pretty resilient and fearless, and when I want something I go for it.

Drug dealers live vicariously through me

Try to write at least 500 words a day. You may ditch 499 of them tomorrow, but you will still be moving forward.