Headlines Quotes - Page 6

• What good is all the painstaking work on copy if the headline isn't right? If the headline doesn't stop people, the copy might as well be written in Greek.

  John Caples

  People, Greek, Might

  John Caples (1932). “Tested Advertising Methods: How to Profit by Removing Guesswork”

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• The business of judging a headline AFTER you read the copy is wrong. It takes for granted that everybody reads the copy.

  John Caples

  Judging, Granted, Copies

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

  John Caples

  Advertisements, Ifs

  John Caples (1932). “Tested Advertising Methods: How to Profit by Removing Guesswork”

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• You can write a 1st paragraph that continues the same thought you expressed in your headline. If you stop a reader with a headline about house paint, you can be sure of at least one thing about that reader: He wants more info about house paint. You will not lose him as long as you continue to give him what he wants.

  John Caples

  Writing, Long, Giving

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• Get the big point of your advertisement into your headline. Use your headline as a hook to reach out and catch the special group of people you are trying to interest.

  John Caples

  People, Special, Trying

  John Caples (1932). “Tested Advertising Methods: How to Profit by Removing Guesswork”

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

  John Caples

  Fall, May, Campaigns

  John Caples (1932). “Tested Advertising Methods: How to Profit by Removing Guesswork”

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• I'm not James Bond. There's your headline! It's very clear to me that he's the furthest from my character that it's possible to be. It's somebody I play.

  Daniel Craig

  Character, Play, Clear

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• 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

  Important, Elements, Reader

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• Readers travel so fast they don't stop to decipher the meaning of obscure headlines.

  David Ogilvy

  Obscure, Reader, Decipher

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• Internet news cycles are by the minute, and any fool can take a headline from the Associated Press and send it out as news.

  Harold Evans

  News, Fool, Internet

  "Harold Evans Sees Bright Future for Print-on-Demand Newspapers". Interview by Mark Glaser, mediashift.org. October 29, 2009.

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• Most readers look at the photograph first. If you put it in the middle of the page, the reader will start by looking in the middle. Then her eye must go up to read the headline; this doesn't work, because people have a habit of scanning downwards. However, suppose a few readers do read the headline after seeing the photograph below it. After that, you require them to jump down past the photograph which they have already seen. Not bloody likely.

  David Ogilvy

  Eye, Past, People

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• Don't talk to me about appealing to the public. I am done with the public, for the present anyway. The public reads the headlines and that is all. The story itself is fair and shows the facts. That would be all right if the public read the facts. But it does not. It reads the headlines and listens to the demagogues and that's the stuff public opinion is made of.

  J. P. Morgan

  Done, Stuff, Facts

  99 Copy quote

• Most headlines are set too big to be legible in the magazines or newspaper. Never approve a layout until you have seen it pasted into the magazine or newspaper for which it was destined. If you pin up the layouts on a bulletin board and appraise them from fifteen feet, you will produce posters.

  David Ogilvy

  Feet, Boards, Magazines

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• I never write fewer than sixteen headlines for a single advertisement.

  David Ogilvy

  Writing, Sixteen, Advertisements

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• Headlines can be strengthend by the inclusion of emotional words like darling, love, fear, proud, friend and baby.

  David Ogilvy

  Baby, Emotional, Proud

  David Ogilvy (1963). “Confessions of an advertising man”, Holiday House

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• However, I think we have to go back to the American bogeyman - we have to understand that this is a country which currently allows American drones to fly over our skies and bomb our people on an almost weekly basis, this is a country that survives on American aid in the billions. Today's headline in the newspapers is about America stepping up arms supplies to Pakistan.

  Fatima Bhutto

  Country, Thinking, Sky

  Source: www.sbs.com.au

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• New Rule: News organizations have to stop using the phrase: "We go beyond the headlines." That's your job, dummy. You don't see American Airlines saying, "We land our jets on the runway"!

  Bill Maher

  Jobs, Land, Organization

  Bill Maher (2006). “New Rules: Polite Musings from a Timid Observer”, p.140, Rodale

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• Tough talk often draws headlines, but war rarely conforms to slogans.

  Barack Obama

  War, Tough, Draws

  "Transcript of President Obama’s Commencement Address at West Point", www.nytimes.com. May 28, 2014.

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• Every writer scrounges for inspiration in different places, and there's no shame in raiding the headlines. It's necessary, in fact, when attempting contemporary satire. Sharp-edged humor relies on topical reference points.

  Carl Hiaasen

  Inspiration, Different, Facts

  "Writers on Writing, Carl Hiaasen: Real Life, That Bizarre and Brazen Plagiarist" by Carl Hiaasen, archive.nytimes.com. April 24, 2000.

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• For, after all, in science one achieves the greatest impact (and often the greatest headlines) not by going along with the herd, but by bucking against it.

  Lawrence M. Krauss

  Impact, Achieve, Herds

  Lawrence M. Krauss (2012). “A Universe from Nothing: Why There Is Something Rather than Nothing”, p.153, Simon and Schuster

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• History's long arc is different than the today's headlines.

  Condoleezza Rice

  Long, Different, Today

  Source: www.msnbc.com

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• It's still a great, big, beautiful, wonderful world no matter what the headlines of the newspapers are and it's there to be explored. It's there for our children to go out and explore and explore different cultures and learn from it. I never lose hope.

  Liam Neeson

  Beautiful, Children, Different

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• One day to see that headline, not that someone won a basketball championship, but to see that a cure for cancer has been found, will be a great day for mankind.

  Dick Vitale

  Basketball, Cancer, Great Day

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• I wasn't having any luck getting accepted anyway and it forced me to re-examine what it was that I really wanted to do. In my experience in political cartooning, I was never one of those people who read the headlines and foams at the mouth with rabid opinion that I've just got to get down on paper.

  Bill Watterson

  People, Political, Luck

  Source: bob.bigw.org

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• I have made mention of something I've found incredible a lot of times. I'm gonna remind you of it again. A TIME magazine cover back in the mid-1990s. The cover story on that issue of TIME magazine had the following headline Shock: Men and Women are Actually Born Different." When I saw that the first time, I was astounded. I cite it often, because I need to ask you a question: What must you think, what must you believe if you come across research that tells you men and women are born different?

  Rush Limbaugh

  Believe, Men, Thinking

  Source: www.rushlimbaugh.com

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