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.

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.

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

The two most dangerous things in the world are rich people and crazy people.

Slavery has not been abolished, it has been sanitized

If God adds another day to our life let us receive it gladly.

All the problems of the world - child labor, corruption - are symptoms of a spiritual disease: lack of compassion.

My face carries all of my memories. Why would I erase them?

I couldn't name more than a couple of good drum'n'bass acts, and I have no idea what's big in the dance world right now.

There is no greater call to service than that of our brave men and women who serve our country in combat across the globe.

You're so nice. You're not good, you're not bad, You're just nice. I'm not good, I'm not nice, I'm just right. I'm the witch. You're the world.

I had to learn to do stuff only for myself, and stop thinking about pleasing some imaginary client or boss. It's a habit that many artists get into that have worked in commercial ventures.

All the world over, I will back the masses against the classes.