Avoid the "hard-to-grasp" headline - the headline that requires thought and is not clear at first glance.

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.

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.

I [will] not go to heaven because I am a preacher. I am going to heaven entirely on the merit of the work of Christ.

Learning to accept help from others is not a sign of weakness it's a badge of courage reflecting mutual trust between the giver and the receiver.

To know the life principles of the kingdom is to humbly seek them

I don't think that we necessarily lie. I mean, we make our living by pretending that we're someone else. I don't tell tall tales. I always tell the truth.

The business model of Linux distribution is broken; it's like the business model of the dotcoms. Running your company on Linux is like running your company on Napster.

I will try just about all the folk food we go to in any place.

I know your lives are busy. I know that you have much to do. But I make you a promise that if you will go to the house of the Lord, you will be blessed; life will be better for you.

Crows," Maximus breathed. "Was that who I think it was?" "Phrygiar Navaris," Tavi said, nodding. "What was she doing here?" Max asked. "Getting humiliated, mostly. Especially there at the end.

To be a hero you have to learn to be a deviant — because you're always going against the conformity of the group.

I don't know, think for that relationship in particular age doesn't really come into play.