Morris Hite Quotes

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.

Writing good ads is easy when you have something to say.

You have to prove that the Freberg way will sell their product better than if they just did straight advertising. Whenever I give a lecture or seminar, that's what I try to get across to people. I hear very few radio commercials that sound like I could have written them or that they got the idea.

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.

I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive.

A good advertisement is one which sells the product without drawing attention to itself.

The more informative your advertising, the more persuasive it will be.

Just because your ad looks good is no insurance that it will get looked at. How many people do you know who are impeccably groomed... but dull?

A good basic selling idea, involvement and relevancy, of course, are as important as ever, but in the advertising din of today, unless you make yourself noticed and believed, you ain't got nothin'.

The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.

The ingredients for great advertising haven't changed since the 'Mad Men' era: Brands win if their advertising is relevant and people like it.

Nothing except the mint can make money without advertising.

That's a comic cover's job: Attract someone's attention and persuade them to try the issue out.

Too many ads that try not to go over the reader's head end up beneath his notice.

Advertising is the ability to sense, interpret... to put the very heart throbs of a business into type, paper and ink.

My background is that I've spent a lot of time marketing entertainment. One of the old saws in package goods is you can take something that is popular and you can make it more popular. But if you take something less popular, you can't automatically market it into the same success as something that's already popular.

If you have a good selling idea, your secretary can write your ad for you.

The greatest thing to be achieved in advertising, in my opinion, is believability, and nothing is more believable than the product itself.

Advertising is the principal reason why the business man has come to inherit the earth.

Nobody counts the number of ads you run; they just remember the impression you make.

If your advertising goes unnoticed, everything else is academic.

Great designers seldom make great advertising men, because they get overcome by the beauty of the picture - and forget that merchandise must be sold.

You can't test great advertising. You can only test the mediocre. Not that I don't care about demographics. You have to understand who you're going after.

Advertising doesn't create a product advantage. It can only convey it.

It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.