Books Quote by 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

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

“The Headline Principle Get attention by starting with your best material, especially a grabbing, thought-provoking line that makes listeners think, I want to know…

— Bill McGowan

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

The advertiser's logotype at the bottom of the ad can be considered as part of the headline. After reading the headline, the reader instinctively…

— 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

Avoid the "hard-to-grasp" headline - the headline that requires thought and is not clear at first glance.

— John Caples

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

A good headline can make an advertisement good even if the picture is poor.

— 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

Any expensive ad represents the toil, attention, testing, wit, art, and skill of many people. Far more thought and care go into the composition…

— Marshall McLuhan

What you say in advertising is more important than how you say it.

— David Ogilvy