The Clue , by allowing us to imagine what we do not know, stimulates a desire for knowledge.
The Flag is a bit of colored cloth that governments use first to shrink-wrap people's minds and then as ceremonial shrouds to bury the dead.
The Headline is eighty cents out of your dollar when you consider that five times as many people read the headline as read the body copy.
The Headline is strengthened by the inclusion of emotional words like darling, love, fear, proud, friend and baby.
The Headline is more effective if it's long and really says something than if it's brief and says nothing.
The Headline can never be judged after one reads the article, for its sole purpose is to cause one to read it.
14 concepts in this pillow book.