“Much brass has been sounded and many cymbals tinkled in the name of advertising; but the advertisements which persuade people to act are written by men who have an abiding respect for the intelligence of their readers, and a deep sincerity regarding the merits of the goods they have to sell.” PeopleMenHas BeensNamesWrittenReaderSellsAdvertisingMeritGoodsSincerityAbidingAdvertisementsBrassCymbals Author:Bruce Barton
“The headline is the most important element in most advertisements. It is the telegram which decides the reader whether to read the copy.” ImportantReaderElementsCopiesHeadlinesAdvertisementsTelegrams Author:David Ogilvy
“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.” IfsWayDoeInterestBreakReaderLettersAccountsAdsHeadlinesAdvertisementsMake Or Break Author:Robert Collier
“Some manufacturers illustrate their advertisements with abstract paintings. I would only do this if I wished to conceal from the reader what I was advertising.” IfsPaintingReaderAdvertisingAbstractAdvertisementsAdvertising AgenciesAbstract Painting Book:Confessions of an advertising man Source: Confessions of an advertising man
“There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers.” IfsNeedsLooksBusinessEconomyReaderPagesCentsAdvertisementsEditorialsAdvertising Agencies Book:Confessions of an advertising man Source: Confessions of an advertising man