If you are going to emphasize certain words in the headline, be sure that they are the words that say something.

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.

Test.” Hades’ lovely mouth twisted bitterly around the word, as if he could read Helen’s thoughts and agreed with her. “If life is a test, then who do you think grades it?”“You?” she guessed.

South Park started as a little video Christmas card.

I started skydiving because I loved the idea of freedom.

Actors are actually very supportive of each other.

When life puts you through a tumbler, it's your choice whether you come out polished or crushed.

At McCormick Theological Seminary I had to take Hebrew, so I began to read prophetic poetry, and suddenly it became the life I wanted to spend.

Our self-love can be resigned to the sacrifice of everything but itself.

Dr. King once said, "You cannot legislate goodness, and you cannot pass a law to force someone to respect you. The only way to social justice, in a capitalist country, is through economic parity."

Youth is insolent; it is its right - its necessity; it has got to assert itself, and all assertion in this world of doubts is a defiance, is an insolence.

If you don't ask, you don't get it