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.

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.

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.

The headlines are critically important. The majority of the public reads little else when deciding whether or not they are interested.

There is nothing like race, is there?

I usually try on at least 20 pairs of jeans before I find something that looks good on me. And even then, I have a trustworthy friend tell me if my butt looks big!

With his blessings from above, serve it generously with love. One man, one wife, one love, through life.

I'm going to live in the White House with my family.

The senses do not deceive us, but the judgment does.

I am not particularly well-behaved.

I talk about acting to students making the transition from high school to UCLA. Kids going into this profession really need to know the reality of it.

People pour themselves into their own doctrines, and God has to blast them out of their preconceived ideas before they can become devoted to Jesus Christ.

Nobody's reasonable when they're in love. That's the whole point of it.