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<blockquote><a href="http://quotationsbook.com/quote/1213/">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 make it memorable.</a></blockquote><br> <a href="http://quotationsbook.com/quotes/author/3462/">Hite, Morris</a> on <a href="http://quotationsbook.com/quotes/tag/advertising/">advertising</a><br> Quote from <a href="http://quotationsbook.com">Quotations Book</a>