- The Headline is 80%: On average, five times as many people read the headline as read the body copy. – David Ogilvy
- Enter the Conversation: Copy cannot create desire. It can only channel existing hopes, dreams, and fears. – Eugene Schwartz
- The “Starving Crowd”: You don’t need the best burger; you need a starving crowd to sell to. – Gary Halbert
- The Slippery Slide: The sole purpose of the first sentence is to get you to read the second sentence. – Joseph Sugarman
- Specifics are Better: Generalities roll off the human mind like water off a duck’s back. – Claude Hopkins
- Self-Interest Wins: The best headlines appeal to the reader’s self-interest or offer news. – John Caples
- Find the Inherent Drama: Every product has a story; find the “thing” that makes it legendary. – Leo Burnett
- The “Enter the Mind” Rule: Always start where the customer is currently thinking. – Robert Collier
- Be Different, Not Just Better: Logic doesn’t sell. Emotion and creativity do. – Bill Bernbach
- The Message-to-Market Match: Talk to one specific person, not a “demographic. – Dan Kennedy
