--- title: "Meaning & Key Takeaway of: The headline is the most important…" description: "\"The headline is the most important element of an ad. It must offer a promise to the reader of a believable benefit. And it must be phrased in a way to ..." image: "https://sms4smile.com/quotes/i/9ee/morris-hite-37954_books_the-headline-is-the-most-important-eleme_3055539.jpg" --- # The headline is the most important element of an ad. It… ![“The headline is the most important element of an ad. It must offer a promise to the reader of a believable benefit. And it must be phrased in a way to give it memory value.” quote by Morris Hite](https://sms4smile.com/quotes/i/9ee/morris-hite-37954_books_the-headline-is-the-most-important-eleme_3055539.jpg) [Download](https://sms4smile.com/quotes/i/9ee/morris-hite-37954_books_the-headline-is-the-most-important-eleme_3055539.jpg) [Open image](https://sms4smile.com/quotes/i/9ee/morris-hite-37954_books_the-headline-is-the-most-important-eleme_3055539.jpg) > “The headline is the most important element of an ad. It must offer a promise to the reader of a believable benefit. And it must be phrased in a way to give it memory value.” [Morris Hite](https://sms4smile.com/quotes/author/morris-hite/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. He stresses that an ad’s headline must promise a believable benefit and be memorable. **In simple terms:** Headlines need a clear, memorable benefit promise. Key Takeaway Craft concise, benefit‑focused headlines. Themes marketing copywriting advertising Mood practical instructional Type educational professional When to use this quote - ad campaign planning - headline testing - brand messaging Key Concepts branding consumer psychology Questions to Reflect On - What makes a promise believable? - How can memory value be measured? A Different Perspective None provided ★ ★ ★ ★ ★ No ratings yet [Ad Offer](https://sms4smile.com/quotes/about/ad-offer-5102035/) [Books](https://sms4smile.com/quotes/about/books/) [Element Ad](https://sms4smile.com/quotes/about/element-ad-5102036/) [Headline](https://sms4smile.com/quotes/about/headline/) [Headline Important](https://sms4smile.com/quotes/about/headline-important-3178692/) [Journalism](https://sms4smile.com/quotes/about/journalism/) [Offer Promise](https://sms4smile.com/quotes/about/offer-promise-701091/) ## Related quotes > [The headline is the most important element in most advertisements. It is the telegram which decides the reader whether to read the copy.](https://sms4smile.com/quotes/david-ogilvy/the-headline-is-the-most-important-element-in-most-advertisements-it/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [Advertising is utterly unprofitable, and I could prove it to you in one week. End an ad with an offer to pay five dollars…](https://sms4smile.com/quotes/claude-c-hopkins/advertising-is-utterly-unprofitable-and-i-could-prove-it-to-you-in/) [Claude C. Hopkins](https://sms4smile.com/quotes/author/claude-c-hopkins/) > [“The point is that a good logline, in addition to pulling you in, has to offer the promise of more.”](https://sms4smile.com/quotes/blake-snyder/the-point-is-that-a-good-logline-in-addition-to-pulling-you-in-has-to/) [Blake Snyder](https://sms4smile.com/quotes/author/blake-snyder/) > [I don't have much to offer, but I promise you can have the best of me.](https://sms4smile.com/quotes/anonymous/i-don-t-have-much-to-offer-but-i-promise-you-can-have-the-best-of-me/) [Anonymous](https://sms4smile.com/quotes/author/anonymous/) > [A long headline that really says something is more effective than a brief heading that says nothing.](https://sms4smile.com/quotes/john-caples/a-long-headline-that-really-says-something-is-more-effective-than-a/) [John Caples](https://sms4smile.com/quotes/author/john-caples/) > [If the headline is a good one, it is a relatively simple matter to write the copy.](https://sms4smile.com/quotes/john-caples/if-the-headline-is-a-good-one-it-is-a-relatively-simple-matter-to/) [John Caples](https://sms4smile.com/quotes/author/john-caples/) > [Why don't you put that in the headline: 'He Only Did Three With Doris!' Set a lot of people straight.](https://sms4smile.com/quotes/rock-hudson/why-don-t-you-put-that-in-the-headline-he-only-did-three-with-doris/) [Rock Hudson](https://sms4smile.com/quotes/author/rock-hudson/) > [Headlines, in a way, are what mislead you because bad news is a headline, and gradual improvement is not.](https://sms4smile.com/quotes/bill-gates/headlines-in-a-way-are-what-mislead-you-because-bad-news-is-a/) [Bill Gates](https://sms4smile.com/quotes/author/bill-gates/) > [“Her name has been released to the press. Her photograph is released, too. I want to talk to the press about it. I don't…](https://sms4smile.com/quotes/michael-hastings/her-name-has-been-released-to-the-press-her-photograph-is-released/) [Michael Hastings](https://sms4smile.com/quotes/author/michael-hastings/) > [Headline writing is tough because often times you are given a predetermined number of spaces and words depending on the layout and the type…](https://sms4smile.com/quotes/jennifer-lee/headline-writing-is-tough-because-often-times-you-are-given-a/) [Jennifer Lee](https://sms4smile.com/quotes/author/jennifer-lee/) > [Based on hundreds of tests conducted, a good headline can be as much as 17 times more effective than a so-so headline. And this…](https://sms4smile.com/quotes/ted-nicholas/based-on-hundreds-of-tests-conducted-a-good-headline-can-be-as-much/) [Ted Nicholas](https://sms4smile.com/quotes/author/ted-nicholas/) > [You are reading a bold and universal headline which says ,’I am here, I am here, I am here.](https://sms4smile.com/quotes/kurt-vonnegut/you-are-reading-a-bold-and-universal-headline-which-says-i-am-here-i/) [Kurt Vonnegut](https://sms4smile.com/quotes/author/kurt-vonnegut/) > [“Digest-digests, digest-digest-digests. Politics? One column, two sentences, a headline!”](https://sms4smile.com/quotes/ray-bradbury/digest-digests-digest-digest-digests-politics-one-column-two/) [Ray Bradbury](https://sms4smile.com/quotes/author/ray-bradbury/) > [ When this is over, the media will lose interest \[in the relationship\]. There’ll be nothing to say. It won’t fit into a headline anymore.… ](https://sms4smile.com/quotes/robert-pattinson/when-this-is-over-the-media-will-lose-interest-in-the-relationship/) [Robert Pattinson](https://sms4smile.com/quotes/author/robert-pattinson/) > [I also like to use a sensational headline. Many people read blogs in aggregators, which generally show only the headline. So you have to…](https://sms4smile.com/quotes/fred-wilson/i-also-like-to-use-a-sensational-headline-many-people-read-blogs-in/) [Fred Wilson](https://sms4smile.com/quotes/author/fred-wilson/) ## More by Morris Hite > [The ultimate test of a finished account executive is his ability to write a sound marketing plan.](https://sms4smile.com/quotes/morris-hite/the-ultimate-test-of-a-finished-account-executive-is-his-ability-to/) [Morris Hite](https://sms4smile.com/quotes/author/morris-hite/) > [There is more money wasted in advertising by underspending than by overspending. Years ago someone said that underspending in advertising is like buying a…](https://sms4smile.com/quotes/morris-hite/there-is-more-money-wasted-in-advertising-by-underspending-than-by/) [Morris Hite](https://sms4smile.com/quotes/author/morris-hite/) > [Is advertising moral? It is part and parcel of the American free enterprise system... I challenge anybody to show any economic system that has…](https://sms4smile.com/quotes/morris-hite/is-advertising-moral-it-is-part-and-parcel-of-the-american-free/) [Morris Hite](https://sms4smile.com/quotes/author/morris-hite/) > [It takes good clients to make a good advertising agency. Regardless of how much talent an ad agency may have, it is ineffective without…](https://sms4smile.com/quotes/morris-hite/it-takes-good-clients-to-make-a-good-advertising-agency-regardless-of/) [Morris Hite](https://sms4smile.com/quotes/author/morris-hite/) > [If you have a good selling idea, your secretary can write your ad for you.](https://sms4smile.com/quotes/morris-hite/if-you-have-a-good-selling-idea-your-secretary-can-write-your-ad-for/) [Morris Hite](https://sms4smile.com/quotes/author/morris-hite/) > [If an ad campaign is built around a weak idea - or as is so often the case, no idea at all - I…](https://sms4smile.com/quotes/morris-hite/if-an-ad-campaign-is-built-around-a-weak-idea-or-as-is-so-often-the/) [Morris Hite](https://sms4smile.com/quotes/author/morris-hite/) > [Advertising moves people toward goods; merchandising moves goods toward people.](https://sms4smile.com/quotes/morris-hite/advertising-moves-people-toward-goods-merchandising-moves-goods/) [Morris Hite](https://sms4smile.com/quotes/author/morris-hite/) > [It is not the purpose of the ad or commercial to make the reader or listener say, 'My what a clever ad.' It is…](https://sms4smile.com/quotes/morris-hite/it-is-not-the-purpose-of-the-ad-or-commercial-to-make-the-reader-or/) [Morris Hite](https://sms4smile.com/quotes/author/morris-hite/) > [Busy souls have no time to be busybodies It is a matter of peculiar coincidence that great men have made history; great women have…](https://sms4smile.com/quotes/morris-hite/busy-souls-have-no-time-to-be-busybodies-it-is-a-matter-of-peculiar/) [Morris Hite](https://sms4smile.com/quotes/author/morris-hite/) > [There is no such thing as national advertising. All advertising is local and personal. It's one man or woman reading one newspaper in the…](https://sms4smile.com/quotes/morris-hite/there-is-no-such-thing-as-national-advertising-all-advertising-is/) [Morris Hite](https://sms4smile.com/quotes/author/morris-hite/) > [Advertising is salesmanship mass produced. No one would bother to use advertising if he could talk to all his prospects face-to-face. But he can't.](https://sms4smile.com/quotes/morris-hite/advertising-is-salesmanship-mass-produced-no-one-would-bother-to-use/) [Morris Hite](https://sms4smile.com/quotes/author/morris-hite/) [Explore all 12 Morris Hite quotes ](https://sms4smile.com/quotes/author/morris-hite/) ## More Books quotes > [I think a new world will arise out of the religious mists when we approach our Bible with the idea that it is not…](https://sms4smile.com/quotes/aiden-wilson-tozer/i-think-a-new-world-will-arise-out-of-the-religious-mists-when-we/) [Aiden Wilson Tozer](https://sms4smile.com/quotes/author/aiden-wilson-tozer/) > [If I had a dollar for every time I couldn’t sleep, I could buy a billion locks and finally read a book in peace.](https://sms4smile.com/quotes/aesop-rock/if-i-had-a-dollar-for-every-time-i-couldn-t-sleep-i-could-buy-a/) [Aesop Rock](https://sms4smile.com/quotes/author/aesop-rock/) > [If what I write is literature, I guess you'd better emphasize the 'litter.'](https://sms4smile.com/quotes/lydia-lunch/if-what-i-write-is-literature-i-guess-you-d-better-emphasize-the/) [Lydia Lunch](https://sms4smile.com/quotes/author/lydia-lunch/) > [My sentences got sharper and my stories more efficient, and I gradually learned to imagine the reader more clearly and to empathize with that…](https://sms4smile.com/quotes/karen-thompson-walker/my-sentences-got-sharper-and-my-stories-more-efficient-and-i/) [Karen Thompson Walker](https://sms4smile.com/quotes/author/karen-thompson-walker/) > [Young men, especially in America, write to me and ask me to recommend “a course of reading.” Distrust a course of reading! People who…](https://sms4smile.com/quotes/andrew-lang/young-men-especially-in-america-write-to-me-and-ask-me-to-recommend-a/) [Andrew Lang](https://sms4smile.com/quotes/author/andrew-lang/) > [“Within the pages of books, I've journeyed to Mandalay, the Milky Way and Santa Fe, without once having to leave my armchair.”](https://sms4smile.com/quotes/kevin-ansbro/within-the-pages-of-books-i-ve-journeyed-to-mandalay-the-milky-way/) [Kevin Ansbro](https://sms4smile.com/quotes/author/kevin-ansbro/) > [The Rosary is the book of the blind.](https://sms4smile.com/quotes/fulton-j-sheen/the-rosary-is-the-book-of-the-blind/) [Fulton J. Sheen](https://sms4smile.com/quotes/author/fulton-j-sheen/) > [“Tacitus did not write a most dangerous book. His readers made it so.”](https://sms4smile.com/quotes/christopher-k-krebs/tacitus-did-not-write-a-most-dangerous-book-his-readers-made-it-so/) [Christopher K. Krebs](https://sms4smile.com/quotes/author/christopher-k-krebs/) > [“Take some books and read; that’s an immense help; and books are always good company if you have the right sort.”](https://sms4smile.com/quotes/louisa-may-alcott/take-some-books-and-read-that-s-an-immense-help-and-books-are-always/) [Louisa May Alcott](https://sms4smile.com/quotes/author/louisa-may-alcott/) > [Reader, if you are gifted with nerves like mine, aspire to any character but that of a wit.](https://sms4smile.com/quotes/charles-lamb/reader-if-you-are-gifted-with-nerves-like-mine-aspire-to-any/) [Charles Lamb](https://sms4smile.com/quotes/author/charles-lamb/) > [I have many who keep me going, I am very fortunate in this sense. There is nothing like a child who knows more about…](https://sms4smile.com/quotes/floyd-cooper/i-have-many-who-keep-me-going-i-am-very-fortunate-in-this-sense-there/) [Floyd Cooper](https://sms4smile.com/quotes/author/floyd-cooper/) > [I think books in which people are really happy and things are going well are probably the most challenging novels there are to write,…](https://sms4smile.com/quotes/anna-quindlen/i-think-books-in-which-people-are-really-happy-and-things-are-going/) [Anna Quindlen](https://sms4smile.com/quotes/author/anna-quindlen/) > [It's like the query letter problem that I just mentioned, magnified a hundredfold. You might be good at telling a story, but that doesn't…](https://sms4smile.com/quotes/patrick-rothfuss/it-s-like-the-query-letter-problem-that-i-just-mentioned-magnified-a/) [Patrick Rothfuss](https://sms4smile.com/quotes/author/patrick-rothfuss/) > [“Be careful about reading health books. Some fine day you'll die of a misprint.”](https://sms4smile.com/quotes/markus-herz/be-careful-about-reading-health-books-some-fine-day-you-ll-die-of-a/) [Markus Herz](https://sms4smile.com/quotes/author/markus-herz/) > [But editors are still the world's readers. And thus the eyes of the world.](https://sms4smile.com/quotes/betsy-lerner/but-editors-are-still-the-world-s-readers-and-thus-the-eyes-of-the/) [Betsy Lerner](https://sms4smile.com/quotes/author/betsy-lerner/) [Browse all 59,485 Books quotes ](https://sms4smile.com/quotes/about/books/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "The headline is the most important element of an ad. It must offer a promise to the reader of a believable benefit. 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