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— John Caples"An advertisement will be a good one - that is if the headline is really a "stopper.""
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The success of an entire advertising campaign may stand or fall on what is said in the headlines of the individual advertisements.
— John Caples
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Never write an advertisement which you wouldn't want your own family to read. You wouldn't tell lies to your own wife. Don't tell them to mine. Do as you would be done by.
— David Ogilvy
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