A Quote by Leslie Charteris
The gleam in their eyes telegraphs only too clearly that they are hoping for a headline, which of course means something disparaging, because nothing makes such good copy as a feud.
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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 your entire conception of what's possible in fantasy only comes from other fantasy books, you're going to go on to create a copy of a copy of a copy. There's nothing original there, nothing dynamic. Which is fine if that's your goal, but I've always wanted to do something no one else was doing before.
Based on hundreds of tests conducted, a good headline can be as much as 17 times more effective than a so-so headline. And this is with exactly the same body copy!
Every single element in an advertisement - headline, subhead, photo, and copy - must be put there not because it looks good, not because it sounds good, but because testing has shown that it works best!
If you use a poor headline, it does not matter how hard you labor over your copy because your copy will not be read.
I hate a song that makes you think that you are not any good. I hate a song that makes you think that you are just born to lose. Bound to lose. No good to nobody. No good for nothing. Because you are too old or too young or too fat or too slim too ugly or too this or too that.
The business of judging a headline AFTER you read the copy is wrong. It takes for granted that everybody reads the copy.
If the headline is a good one, it is a relatively simple matter to write the copy.
[To have Faith in Christ] means, of course, trying to do all that He says. There would be no sense in saying you trusted a person if you would not take his advice. Thus if you have really handed yourself over to Him, it must follow that you are trying to obey Him. But trying in a new way, a less worried way. Not doing these things in order to be saved, but because He has begun to save you already. Not hoping to get to Heaven as a reward for your actions, but inevitably wanting to act in a certain way because a first faint gleam of Heaven is already inside you.
A primatologist told me you can find love in the eyes of an orangutan. It's that old primate gleam that goes back thousands of years and can penetrate the deepest gloom of the jungle. Nothing can deter that gleam, which is why we primates have survived for so long to meet and procreate. In prison, the survival of romance is not easy, but it finds a way ... In Canada, there has been a succession of romances between prisoners and female guards, nurses, librarians, and one Catholic nun who married the convict after he divorced his wife.
Alexander Liberman was very smart, very elegant. At the end, he didn't have much patience with me because I was a young, anxious, nervous photographer. I worried that I was copying too many other people. And he said, "It's all right to copy people, as long as the people you copy are good and you copy them well."
These times are too progressive. Everything has changed too fast. Railroads and telegraphs and kerosene and coal stoves -- they're good to have but the trouble is, folks get to depend on 'em.
When someone seeks," said Siddhartha, "then it easily happens that his eyes see only the thing that he seeks, and he is able to find nothing, to take in nothing because he always thinks only about the thing he is seeking, because he has one goal, because he is obsessed with his goal. Seeking means: having a goal. But finding means: being free, being open, having no goal.
I don't think the economy telegraphs very clearly where it's going.
On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.
When your eyes are functioning well you don't see your eyes. If your eyes are imperfect you see spots in front of them. That means there are some lesions in the retina or wherever, and because your eyes aren't working properly, you feel them. In the same way, you don't hear your ears. If you have a ringing in your ears it means there's something wrong with your ears. Therefore, if you do feel yourself, there must be something wrong with you. Whatever you have, the sensation of I is like spots in front of your eyes - it means something's wrong with your functioning.
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