Using Caution with Quotes

We love a good quote. When used well, they can carry the weight or set the tone of a whole campaign or message in just a handful of words.

They’re also incredibly versatile for content use. Whether it's a blog opener, the caption for a social graphic, or a tagline tucked into the footer of your newsletter, quotes can give your content credibility, emotion, or clarity. They’re like sprinkles on top of the ice cream – they give your content just a little extra pizzazz.

But here’s the thing: use the wrong quote, and you can tank the message—and your reputation—quickly.

Case in point:

In 2021, Westside Middle School posted a quote in their hallway that seemed, on the surface, aligned with their mission:

“The man who has no sense of history is like a man with no ears or eyes.”

Seems like a quote that makes sense in a place that teaches history, right? The issue? That quote was from Adolf Hitler.

The school acted quickly once the gaffe was brought to their attention—removing the quote, notifying families, apologizing for their insensitivity, and using the incident as a teachable moment for students. Still, it was a preventable situation, and it underscores a crucial point: due diligence matters.

Some tips for quoting responsibly:

• Always check the source. Look up who said the quote, when, and where. Dig into the speaker’s full body of work and values. Do they align with yours? Are they the right messenger for what you’re trying to convey?

• Use multiple sources. A single search result can be misleading. A quote attributed to Maya Angelou in one place might show up under Beyoncé in another. Spoiler: neither may be right. We’ve asked ChatGPT to pull a list of quotes on a certain topic, and many of them were incorrectly attributed.

• Check the tone. A quote might sound inspiring, but is it the right kind of inspiring for the message you’re trying to send?

• Avoid clichés. If you’ve seen it on a million coffee mugs or inspirational posters, your audience probably has too. Go deeper. Find something that sparks curiosity, not eye-rolls.

• Don’t let the quote do all the work. A quote should enhance your message, not be the message. Add your own voice, context, or insight so it’s clear why you’re using it.

The right quote can make someone feel seen, understood, and inspired. The wrong one can do the opposite. Use them wisely.