Ads Quote by John Caples

Unsuccessful headlines were not written without a strong appeal, but it was the wrong appeal for that product and that audience.

— John Caples

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 headline is the most important element in most advertisements. It is the telegram which decides the reader whether to read the copy.

— David Ogilvy

You get to a point where the factual adjudication doesn't matter because there are all these other outlets that are far less responsible, all…

— David Brock

Get the big point of your advertisement into your headline. Use your headline as a hook to reach out and catch the special group…

— 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

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

— Anonymous

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

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

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

Advertising in the final analysis should be news. If it is not news it is worthless.

— Adolph Ochs

The more story-appeal there is in the picture or in the photograph, the more people would look at your ad

— David Ogilvy