A Quote by Morris Hite
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.
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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.
American traditions and the American ethic require us to be truthful, but the most important reason is that truth is the best propaganda and lies are the worst. To be persuasive we must be believable; to be believable we must be credible; to be credible we must be truthful. It is as simple as that.
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 looks down at the logotype to see the company name.
This is the most important lesson you must learn about magic," Miss Ochiba went on. "There are many ways of seeing. Each has an element of truth, but none is the whole truth. If you limit yourselves to one way of seeing, one truth, you will limit your power. You will also place limits on the kinds of spells you can cast, as well as their strength. To be a good magician, you must see in many ways. You must be flexible. You must be willing to learn from different sources. And you must always remember that the truths you see are incomplete.
There are moments in life when a man retreats defensively, when he must give ground, when he must surrender less important positions in order to protect the more important ones. But should it come to the very last, the most important one, at this point a man must halt and stand firm if he doesn't want to begin life all over again with idle hands and a feeling of being shipwrecked.
Why all this insistence on the senses? Because in order to convince your reader that he is THERE, you must assault each of his senses, in turn, with color, sound, taste, and texture. If your reader feels the sun on his flesh, the wind fluttering his shirt sleeves, half your fight is won. The most improbable tales can be made believable, if your reader, through his senses, feels certain that he stands at the middle of events. He cannot refuse, then, to participate. The logic of events always gives way to the logic of the senses.
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.
We must give Oklahoma families the opportunity to thrive and prosper. We must give all Oklahomans the tools necessary to pursue the American dream. And then, we must get out of the way.
To be persuasive we must be believable; to be believable we must be credible; credible we must be truthful.
You must be sure that you give back something that's beneficial to the game. Any of the teaching you do must be for the benefit of the men who play.
In many places, classrooms are overcrowded and curricula are outdated. Most of our qualified teachers are underpaid, and many of our paid teachers are unqualified. So we must give every child a place to sit and a teacher to learn from. Poverty must not be a bar to learning, and learning must offer an escape from poverty.
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.
Good writing, and this is especially important in a subject such as economics, must also involve the reader in the matter at hand. It is not enough to explain. The images that are in the mind of the writer must be made to reappear in the mind of the reader, and it is the absence of this ability that causes much economic writing to be condemned, quite properly, as abstract.
You must remember always to give, of everything you have. You must give foolishly even. You must be extravagant. You must give to all who come into your life. Then nothing and no one shall have power to cheat you of anything, for if you give to a thief, he cannot steal from you, and he himself is then no longer a thief. And the more you give, the more you will have to give.
The first paragraph of my book must get me my reader. The last paragraph of a chapter must compel my reader to turn the page. The last paragraph of my book must ensure that my reader looks out for my next book.
The headline of an advertisement accounts for 60% of the pull of that ad. In the same way, the start of a letter makes or breaks the letter, because if the start does not interest your reader, he never gets down to the rest of your letter.
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