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David Ogilvy -
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I once used the word OBSOLETE in a headline, only to discover that 43 per cent of housewives had no idea what it meant. In another headline, I used the word INEFFABLE, only to discover that I didn't know what it meant myself.
On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.
The best headline I ever wrote contained eighteen words: At Sixty Miles an Hour the Loudest Noise in the New Rolls-Royce comes from the electric clock.
Quote of the day
The best time to frame an answer to the letters of a friend, is the moment you receive them. Then the warmth of friendship, and the intelligence received, most forcibly cooperate.
June 23, 1911
July 21, 1999
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Philip James Bailey
Letitia Elizabeth Landon