Make an offer they can't refuse.

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.

To be clever enough to get all that money one must be stupid enough to want it.

Of puns it has been said that those most dislike who are least able to utter them.

In ways I don't entirely have the words for an experience, thought or a lesson isn't real for me until I've written down.

As a hero, you have to play it straight. The audience is going to live through you, so you have to be more neutral. They will be projecting their thoughts and their actions onto the main character.

I manage a team, for beach soccer. I'm the coach. Player, coach.

Always make the best of the best, and never make bad worse.

Gaily! gaily! close our ranks! Arm! Advance! Hope of France! Gaily! gaily! closed our ranks! Onward! Onward! Gauls and Franks!

Men should not care too much for good looks; neglect is becoming.

Language is like drinking from one's own reflection in still water. We only take from it what we are at the time.

Traitors are more dangerous than enemies.