“Your entire success rests on the strength of your headline.” – John Caples In the book Tested Advertising Methods, author John Caples stressed that the headline is the single most important element of an ad, and a bad headline can cause your entire campaign to fail. And perhaps the most effective headline in advertising history came from David Ogilvy, whom in 1959 worked with his copywriters to produce an ad for Rolls Royce.

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