Morris Hite - Reader Quotes

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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.

Morris Hite

Techniques of art, layout, typography, radio and television productions and fine writing are important. Nevertheless, they are secondary to the basic selling proposition around which the ad or commercial is built. It is not the purpose of the ad or commercial to make the reader or listener say 'My, what a clever ad.' It is the purpose of advertising to make the reader or listener say, 'I believe I'll buy one when I'm shopping tomorrow,' or 'I wonder if Joe could get one for me wholesale? The place to start in advertising is the basic selling appeal. An appeal that fulfills some existing need in the prospect's mind, an appeal that can be readily understood and believed.

Morris Hite