Advertisements Quote by David Ogilvy

The headline is the most important element of an ad. It must offer a promise to the reader of a believable benefit. And it…

— Morris Hite

The purpose of the headlines must be to convey a message to people who read headlines, then decide whether or not they will look…

— John Caples

The purpose of a headline is to pick out people you can interest. You wish to talk to someone in a crowd. So the…

— Claude C. Hopkins

Remember that the headline and the appeals are ONE AND THE SAME. In successful ads, the appeal is almost always expressed in the headline.

— John Caples

All the elements in an advertisement are primarily designed to do one thing and one thing only: get you to read the first sentence…

— Joseph Sugarman

The best headlines are those that appeal to the reader's self-interest, that is, headlines based on reader benefits. They offer readers something they want…

— John Caples

Every single element in an advertisement - headline, subhead, photo, and copy - must be put there not because it looks good, not because…

— John Caples

The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are…

— David Ogilvy

If the headline is a good one, it is a relatively simple matter to write the copy.

— John Caples

The headline of an advertisement accounts for 60% of the pull of that ad. In the same way, the start of a letter makes…

— Robert Collier

As for editorial content, that's the stuff you separate the ads with.

— Anonymous

It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers…

— David Ogilvy