There's still a place for someone to come up with a strong headline, some copy in a commercial that's well written. I'm not saying it was better in the old days; it's just a totally different way of communicating.
Sentiment: POSITIVE
Headlines are so great in a sense that they can take a little bit from an article completely out of context and blow it into something it's not. Some people really only read headlines.
I have learned that it is far easier to write a speech about good advertising than it is to write a good ad.
A lot of advertising has gotten worse. I think it's kind of lost its nerve, to be honest with you. I feel like the advertising of the '60s, they were nervier. You know why? Because there was less at stake.
Writing headlines is a specialty - there are outstanding writers who will tell you they couldn't write a headline to save their lives.
I was never writing for commercial success. It's nice that it has come, but it is not important.
Far more thought and care go into the composition of any prominent ad in a newspaper or magazine than go into the writing of their features and editorials.
Headline writing is an art form.
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.
The worst headline is one that contains a factual error. Bad headlines are ones that are bland, and don't tell the reader anything specific, like 'Democrats at it Again.'
Nobody can write a good 30-second commercial.