Accounts Quote by Robert Collier

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

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

— Morris Hite

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

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 success of an entire advertising campaign may stand or fall on what is said in the headlines of the individual advertisements.

— John Caples

An advertisement will be a good one - that is if the headline is really a "stopper."

— John Caples

In writing advertising it must always be kept in mind that the customer often knows more about the goods than the advertising writers because…

— John Wanamaker

The mystery of writing advertisements consists mainly in saying in a few plain words exactly what it is desired to say, precisely as it…

— Anonymous

Too many ads that try not to go over the reader's head end up beneath his notice.

— Leo Burnett

Advertising is the art of the tiny. You have to tell a complete a story and deliver a complete message in a very encapsulated…

— Dick Wolf

We need to separate marketing messages from content. We need to enforce a clear line between 'editorial' and 'advertising.'

— Ryan Holiday