Copywriting Standouts: A Compendium of PMA Members’ Best Lines

May 2004
by PMA Roundtable

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The question we recently asked you about “best lines” was, “What’s the most powerful headline you’ve ever used for cover copy or other promotional material?” Selected answers appear below, and they’ve now given rise to a second question:

What do these lines–or at least some of these lines–have in common?

If you discover commonalities that can serve as guidelines for promotional copywriting, please share your insights in an e-mail to We’ll feature them in an upcoming issue of the Newsletter.

–Judith Appelbaum


“If you’re this successful doing work you don’t love, what could you do with work you do love?”

This line is about my book This Time I Dance! Trusting the Journey of Creating the Work You Love/How One Harvard Lawyer Left It All to Have It All! which was originally self-published and then picked up by a major house. I’ve had folks tell me they took my seminar based on that question and bought the book because of that question, and I’ve even had readers use that line for their personal stationery and personal e-mail sigs (with my permission).

When I was soul-searching with career issues, someone asked me something like that, pointing out that I’d gone to Harvard Law School, hated it, graduated with honors, and pursued a successful (though soul-killing) legal career. The quest…IBPA Members – Click here to view the full article (login required).

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