The success of an entire advertising campaign may stand or fall on what is said in the headlines of the individual advertisements.

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.

Politeness. Being nice is what's left when you've failed at everything else.

I got my heart checked, report says it's perfectly normal, there is no trace of love in it

Blanket statements are always stupid. NO EXCEPTIONS!

Self-justification and judging others go together, as justification by grace and serving others go together.

You're meant to have an unhappy childhood to be a writer, but there's a lot to be said for a very happy one that just let's you get on with it.

I couldn't tell wether the hole that opened up inside me was from missing you or from the change of season

To our enemies all over the world who plan America's demise, please take my advice. Give up now. No matter what, you will lose. You will lose it all.

Where there is movement, there is reach. Reach engenders communion.

I've always been passionate about what I do and want to do it well, ... My wife says she's a widow to the computer.

As things now stand, the office is a slightly meaner battleground than the home. Male bosses seem to dominate their women underlings as they would never dominate their wives.