The business of judging a headline AFTER you read the copy is wrong. It takes for granted that everybody reads the copy.

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.

Diversity is wisdom.

The how of any betrayal was the hardest part to justify. How the lies can be assembled and stacked and maintained until the truth was completely hidden behind them.

I have seen for the first time in 100 years of conflict, the two peoples - the Israeli people and the Palestinian people - are ahead of their leaderships.

Neurons that fire together wire together.

I crossed the street to walk in the sunshine.

You want the mystical understanding of the cosmos to feel compatible with a scientific understanding of the cosmos, like it extends our understanding rather than unwriting it.

If you are constantly making judgments based on superficial affiliations, your world gets to be pretty small.

Do we want to feel better or do we want to be effective? Are we sentimentalists or are we warriors?

You shouldn’t say I can’t until you’ve tried.

With theatre, you have to be ready for anything.