The advertiser's logotype at the bottom of the ad can be considered as part of the headline. After reading the headline, the reader instinctively looks down at the logotype to see the company name.

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.

Nobody wants to be here and nobody wants to leave.

(God) being the old man invented in order to, and with whom to, hold long conversations.

The decision you will take today has the power to redefine your past and redesign your future.

Master your responses to external events--don't attempt to control them.

The subject of drama is The Lie. At the end of the drama THE TRUTH -- which has been overlooked, disregarded, scorned, and denied -- prevails. And that is how we know the Drama is done.

If we did go into a recession, something that's always possible for the U.S. or Europe, we could lower interest rates and expand the money supply without worrying about the price of gold.

I think I've grown and learned a lot.

Zen is non-serious. Zen has a tremendous sense of humor. No other religion has evolved so much that it can have that sense of humor.

It's better to forget than remember me and cry.

Can you imagine what it would be like if all the Aussie film talent was able to make Australian stories?