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0. Start with a photo of Abe Lincoln (background layer)

1a. Make a higher contrast version

1b. Invert #1 and make an alpha channel (mask) out of it. Turn off layers 0 and 1.

2. Add a plain white background to the stack.

3. Insert the (editable) text in brown on its own layer.

4. Add a "Levels" adjustment layer masked by #1b (above). Move the black slider (just under the histogram) substantially to the right to dramatically darken the unmasked parts of the image. Set the blend mode to luminosity so the colors aren't thrown off.

5. Tweak the color saturation to taste.  At this point, you can also change the contrast and make other final tweaks to dial in the look you want.

6. Merge everything to one layer.