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 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.

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.

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

Nothing can change for them, because they themselves can't change anymore.

Keep the body's energy frequencies high by always thinking positively.

President Obama understands women. He trusts women. And on every issue that matters to us, he stands with women.

It's not longer 'Look what I can do, I can do it better then you.' It's just I am.

A definition of faith: everything will be alright by God's standards, maybe not ours, but by His for sure.

I'm beginning to appreciate the value of naps. Naps are wonderful, aren't they? Sometimes now I have to take a nap to get ready for bed.

You never know if anything is going to stand the test of time or going to be successful.

As was his language so was his life.

Take it and return it: the kiss of love.

Charity is the form, mover, mother and root of all the virtues.