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.

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

I love you as certain dark things are to be loved, in secret, between the shadow and the soul.

Your past is where you learned the lesson. Now is when you get to apply it.

Despite billions of Sun, the universe is still in darkness! The wisdom of light is yet powerless!

Although it's easy to forget sometimes, a share is not a lottery ticket... it's part-ownership of a business.

I can't think of a president who has been overburdened by a knowledge of economics.

Justice of right is always to take precedence over might.

My goal in life is to be as happy as a studio audience.

Printing links the present with forever. It carries personal identity into realms unknown.

If the Palestinians took up arms, went into Israel and killed all the Jews, it'd be alright

The universe unfolds in the body, which is its mirror and its creature.