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.

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.

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.

When people find their calling and receives their commission, enemy will appear to hinder the fulfillment of this commission

It is not the money but the self-respect and wanting to create good music.

The Democratic Party has pretty much abandoned all the things that they cherish.

Perhaps no mightier conflict of mind occurs ever again in a lifetime than that first decision to unseat one's own tooth.

A clean and sensitive conscience, a steady and scrupulous integrity in small things as well as large, is the most valuable of all possessions, to a nation as to an individual.

I knew that the deepest of tragedies was simple: to love, and not to be loved in return.

The thirst of desire is never filled, nor fully satisfied.

Amid all your duties, keep some hours to yourself.

None of us could be happy for long, doing nothing.

Every nation, every human being that came across earth had a song and sang in some way to their God.