Unsuccessful headlines were not written without a strong appeal, but it was the wrong appeal for that product and that audience.

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.

If you've got nothing to dance about, find a reason to sing.

The point of Political Correctness is not and has never been merely about any of the items that it imposes, but about the imposition itself. (The Rise of Political Correctness)

You cannot dream yourself into a character you must hammer and forge one for yourself.

Be careful about reading health books. You may die of a misprint.

In Britain, it's good for me to be anonymous, because they just think it's a nobody. "Who is this guy?"

For some comedians it feels so cool to be like: 'I'll say anything, man!'. I'm not quite there yet.

I get my dance moves from just moving around and listening to music and not really worrying about if it's perfect or not.

Inspiration is an empty bank account.

Assumptions are usually presumptuous but often correct.

Love is lak de sea. It’s uh movin’ thing, but still and all, it takes its shape from de shore it meets, and it’s different with every shore.