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.

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.

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.

The person attempting to travel two roads at once will get nowhere.

It is a novel kind of supremacy, the best that life can offer, to have as servants by skill those who by nature are our masters.

The thing about punk is that there are purists. Once you start going outside of that, they don't think what you're doing is punk rock.

There is no mistaking the dismay on the face of a writer who has just heard that his brain child is a deformed idiot.

It's fun to be almost grown up in some ways, but it's not the kind of fun I expected, Marilla. There's so much to learn and do and think that there isn't time for big words.

I see this in the way that sermons are preached. How would you give a Black Nationalist speech or campaign for the Republicans when you're an integrated congregation? It doesn't happen.

I've always just loved to play football, even if it was street football, like razzle-dazzle.

For me it is clear that photography prizes should be for those being photographed and not for the photographers.

The Christian's life should put his minister's sermon in print.