Sublime

I advise you to include the brand name in your headline. If you don’t, 80 per cent of readers (who don’t read your body copy) will never know what product you are advertising.

On the average, five times as many people read the headlines as read the body copy. It follows that unless your headline sells your product, you have wasted 90 per cent of your money. The headlines which work best are those which promise the reader a benefit – like a whiter wash, more miles per gallon, freedom from pimples, fewer cavities.

He now became one of the first men in the business to see the looming shadows of coming events and to act accordingly. Assessing the status of his prosperous regional railroad, he came to see it as one component in an evolving national transportation system. The day of prosperous, independent, regional roads must soon end; the future lay in integra

revolutionize the approach of the whole industry, was Kennedy’s three-word description of advertising: “Salesmanship in print.”

As Harrison said, his basic view didn’t change during the decades he ran railroads—service customers, control costs, utilize assets, don’t get anybody hurt, and recognize and develop people—and over time, he gained more confidence.

In 1834, under the influence of the Malthusians, Britain introduced a new Poor Law that defined poverty as a moral shortcoming.

Says James Webb Young, one of the best copywriters in history, ‘Every type of advertiser has the same problem: to be believed. The mail-order man knows nothing so potent for this purpose as the testimonial, yet the general advertiser seldom uses it.’

Over and over again, however, the British found it possible to justify such brutal war crimes with the quasi-religious reasoning that they were somehow handing out God’s justice on men who were not men, but were instead more like devils. In the eyes of Victorian Evangelicals, mass murder was no longer mass murder, but instead had become divine veng