The document provides advice on writing concise headlines and summaries. It recommends keeping language pithy by being concise yet forcefully expressive. An example headline is shortened from mentioning assault and prison time in America versus hockey to simply saying assault gets five years and in hockey only five minutes, followed by asking if this makes hockey a great game.

1. Ads
with great headlines

15. Keep it pithy

16. Keep it pithy
Pithy: ADJECTIVE
(of language or style) concise and forcefully expressive.

17. Say what you want to,
Then tighten it.
If you assault someone in
America, you will get five years
in prison. But if you assault
someone in hockey, you will
only get five minutes. So is this
a great game or what?

18. Assault someone, you get five years.
In hockey, five minutes.
Is this a great game or what?