The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.
David OgilvyRead
On the average, five times as many people read the headlines as read the body copy.
Interpretation
Most people only pay attention to headlines rather than the detailed content.
This quote by David Ogilvy emphasizes the importance of crafting engaging headlines because they capture the attention of a larger audience compared to the body of the text. It suggests that marketers, writers, and communicators must focus on creating compelling headlines to draw readers in, as the majority will not delve deeper into the content unless the headlines pique their interest.
In practice
In a marketing seminar, you could use this quote to highlight the significance of headlines in advertising.
The headline is the 'ticket on the meat.' Use it to flag down readers who are prospects for the kind of product you are advertising.
Our business is infested with idiots who try to impress by using pretentious jargon.
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.
Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.
The best ideas come as jokes. Make your thinking as funny as possible.
Experience has taught me that advertisers get the best results when they pay their agency a flat fee. It is unrealistic to expect your agency to be impartial when its vested interest lies wholly in the direction of increasing your commissionable advertising.
I use the verb 'to torment,' as I observed to be your own method, instead of 'to instruct,' supposing them to be now admitted as synonymous.
My education was neglected, yet I was passionately fond of reading.
Young people must be included from birth. A society that cuts itself off from its youth severs its lifeline; it is condemned to bleed to death.
I have a responsibility to pass on to the next generation what I learned from my teachers, ... It keeps me young and reminds me where I came from. Teaching young artists is like giving water to a flower.
We owe our children an environment in which they can flourish, and where law enforcement, the justice system, and society as offers them a fresh start, not a jail cell.
We worship education but hate learning. We worship success but hate the successful. We worship fame but hate the famous.
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