A Quote by John Caples
If you are going to emphasize certain words in the headline, be sure that they are the words that say something.
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The kingdom of God is not in words. Words are only incidental and can never be fundamental. When evangelicalism ceased to emphasize fundamental meanings and began emphasizing fundamental words, and shifted from meaning to words and from power to words, they began to go down hill.
The hardest part is writing a song as a story. A song is so short and there are only so many words that every line has to hit. The words have to flow. You can't say certain words that sound weird next to each other, you can't repeat words too much.
There's something nearly mystical about certain words and phrases that float through our lives. It's computer mysticism. Words that are computer generated to be used on products that might be sold anywhere from Japan to Denmark - words devised to be pronounceable in a hundred languages. And when you detach one of these words from the product it was designed to serve, the words acquires a chantlike quality.
The words 'alone,' 'lonely,' and 'loneliness' are three of the most powerful words in the English language. Those words say that we are human; they are like the words hunger and thirst. But they are not words about the body, they are words about the soul.
Some words have to be explicitly uttered, Lenore. Only by actually uttering certain words does one really DO what one SAYS. 'Love' is one of those words, performative words. Some words can literally make things real.
It doesn't matter if you and everyone else in the room are thinking it. You don't say the words. Words are weapons. They blast big bloody holes in the world. And words are bricks. Say something out loud and it starts turning solid. Say it loud enough and it becomes a wall you can't get through.
I can never say what I want to say, it's been like this for a while now. I try to say something but all I get are wrong words - the wrong words or the exact opposite words from what I mean. I try to correct myself, and that only makes it worse. I lose track of what I was trying to say to begin with. It's like I'm split in two and playing tag with myself. One half is chasing this big, fat post. The other me has the right words, but this can't catch her.
People talk differently. You can say some things some places you can't say in other places. But me as a film maker, no words are ever going to be off limits in something I write. As long as people use the words, I'm going to report that.
There are some people that aren't into all the words. There are some people who would have you not use certain words. Yeah, there are 400,000 words in the English language, and there are seven of them that you can't say on television. What a ratio that is. 399,993 to seven. They must really be bad. They'd have to be outrageous, to be separated from a group that large. All of you over here, you seven. Bad words. That's what they told us they were, remember? 'That's a bad word.' You know bad words. Bad thoughts. Bad intentions.
Obviously people's feelings are going to get hurt when you use certain words, but you can't outlaw words. They're really the history of our culture. They tell you what's going on. When you make words politically incorrect you're taking all the poetry out of the language. I'm pro anybody living their lives the way they want to live, sexually and otherwise; and I'm anti any kind of language repression.
We never say so much as when we do not quite know what we want to say. We need few words when we have something to say, but all the words in all the dictionaries will not suffice when we have nothing to say and want desperately to say it.
If I do, I say so. That's the only way out of that. If there are three words that need to be used more in American journalism, commentary, politics, personal life... it's the magic words "I don't know." I mean, there are certain basic principles, like the dignity of the individual and the individual's responsibility, and certain basic economic principles, like how when something costs less, more of it will be consumed... There are certain things that I feel pretty confident about.
In empathy, you don't speak at all. You speak with the eyes. You speak with your body. If you say any words at all, it's because you are not sure you are with the person. So you may say some words. But the words are not empathy. Empathy is when the other person feels the connection with what's alive in you.
Children's authors have to pick words that reflect the spirit of a book and convey its message but also words that light children up, that children will recognize. Words that inspire and comfort. Words that challenge yet don't patronize. Words that, well, mean something to them.
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.
Writing well isn't just a question of winsome expression, but of having found something big and true to say and having found the right words to say it in, of having seen something large and having found the right words to say it small, small enough to enter an individual mind so that the strong ideas of what the words are saying sound like sweet reason.
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