Readers know what the copy is going to say.

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.

She feels the anger quiet into a briny resentment. The bitterness floats like an inkblot in her mind’s eye.

Steve needed to be careful here. He'd read mid-twentieth-century science fiction so he knew that once you started switching realities you ran into problems with nested levels of existence.

Most of my life has been spent keeping information close, turning it over and over in my mind. The impulse to share anything is a new one, the impulse to hide as natural as breathing.

I think if I were to get as big as I could get, it does change your mind-state. I think like the little man. I think like the underdog. I don't want to change that.

Beware the military-industrial complex.

Fighting for peace is like screwing for virginity.

Most of the criticism I get is that I am too positive and too hopeful... in my words, I don't beat people down enough.

To attain to the human form must always be a source of joy. And then to undergo continuous transitions, with only the infinite to look forward to: what incomparable bliss is that!

You know, you can only lead them from behind.

Besides, our nearness to the King in love Is near the hate of those love not the King.