" In 1925, John Caples was assigned to write a headline for an advertisement promoting the correspondence music course offered by the U.S. School of Music. Caples had no advertising experience, but he was a natural. He sat at his typewriter and pecked out the most famous headline in print-advertising history: “They Laughed When I Sat Down at the Piano. . .But When I Started to Play! "

― Chip Heath , Made to Stick: Why Some Ideas Survive and Others Die