One of the easiest ways to get attention to any marketing piece you write is to start with a famous quote. Because of their structure, quotations are visually appealing. The reason for this appeal is because in people’s minds, quotations are directly related to dialogue… and dialogue brings text to life.
Quotations are one of the most powerful copywriting techniques. When used correctly a quotation can get your point across quickly, with subtlety and elegance. They can also be used to say virtually anything that must be said, without the risk of sounding too brash or alienating your audience.
Fortunately, this simple copywriting tactic is often overlooked by novice copywriters, and thus its effectiveness remains intact. And to keep it that way, we must never overuse it. But again, that’s true for every copywriting device, isn’t it?