---
title: "3 Advertisement Quotes By John Caples"
description: "3 Advertisement quotes by John Caples. Plus more from John Caples and more Advertisement sayings from other authors."
image: "https://sms4smile.com/quotes/i/77b/john-caples-19948_advertisement_every-single-element-in-an-advertisement_312756.jpg"
---

> [Every single element in an advertisement - headline, subhead, photo, and copy - must be put there not because it looks good,…](https://sms4smile.com/quotes/john-caples/every-single-element-in-an-advertisement-headline-subhead-photo-and/)

[John Caples](https://sms4smile.com/quotes/author/john-caples/)

[Image](https://sms4smile.com/quotes/i/77b/john-caples-19948_advertisement_every-single-element-in-an-advertisement_312756.jpg)

> [An advertisement will be a good one - that is if the headline is really a "stopper."](https://sms4smile.com/quotes/john-caples/an-advertisement-will-be-a-good-one-that-is-if-the-headline-is-really/)

[John Caples](https://sms4smile.com/quotes/author/john-caples/)

[Image](https://sms4smile.com/quotes/i/121/john-caples-19948_advertisements_an-advertisement-will-be-a-good-one-that_1429246.jpg)

> [A good headline can make an advertisement good even if the picture is poor.](https://sms4smile.com/quotes/john-caples/a-good-headline-can-make-an-advertisement-good-even-if-the-picture-is/)

[John Caples](https://sms4smile.com/quotes/author/john-caples/)

[Image](https://sms4smile.com/quotes/i/c3e/john-caples-19948_advertisement_a-good-headline-can-make-an-advertisemen_2985054.jpg)

## Other authors on Advertisement

## More by John Caples

> [A long headline that really says something is more effective than a brief heading that says nothing.](https://sms4smile.com/quotes/john-caples/a-long-headline-that-really-says-something-is-more-effective-than-a/)

[John Caples](https://sms4smile.com/quotes/author/john-caples/)

> [If the headline is a good one, it is a relatively simple matter to write the copy.](https://sms4smile.com/quotes/john-caples/if-the-headline-is-a-good-one-it-is-a-relatively-simple-matter-to/)

[John Caples](https://sms4smile.com/quotes/author/john-caples/)

> [Every single element in an advertisement - headline, subhead, photo, and copy - must be put there not because it looks good, not because…](https://sms4smile.com/quotes/john-caples/every-single-element-in-an-advertisement-headline-subhead-photo-and/)

[John Caples](https://sms4smile.com/quotes/author/john-caples/)

> [The best headlines are those that appeal to the reader's self-interest, that is, headlines based on reader benefits. They offer readers something they want…](https://sms4smile.com/quotes/john-caples/the-best-headlines-are-those-that-appeal-to-the-reader-s-self/)

[John Caples](https://sms4smile.com/quotes/author/john-caples/)

> [If you are going to emphasize certain words in the headline, be sure that they are the words that say something.](https://sms4smile.com/quotes/john-caples/if-you-are-going-to-emphasize-certain-words-in-the-headline-be-sure/)

[John Caples](https://sms4smile.com/quotes/author/john-caples/)

> [The business of judging a headline AFTER you read the copy is wrong. It takes for granted that everybody reads the copy.](https://sms4smile.com/quotes/john-caples/the-business-of-judging-a-headline-after-you-read-the-copy-is-wrong/)

[John Caples](https://sms4smile.com/quotes/author/john-caples/)

> [Even today you can look through almost any consumer or professional publication and find headlines that possess not a single one of the necessary…](https://sms4smile.com/quotes/john-caples/even-today-you-can-look-through-almost-any-consumer-or-professional/)

[John Caples](https://sms4smile.com/quotes/author/john-caples/)

> [Every copywriter knows what it is to struggle with a copy for hours, for days - fixing it, polishing it, rearranging it. We have…](https://sms4smile.com/quotes/john-caples/every-copywriter-knows-what-it-is-to-struggle-with-a-copy-for-hours/)

[John Caples](https://sms4smile.com/quotes/author/john-caples/)

> [The most frequent reason for unsuccessful advertising is advertisers who are so full of their own accomplishments (the world's best seed!) that they forget…](https://sms4smile.com/quotes/john-caples/the-most-frequent-reason-for-unsuccessful-advertising-is-advertisers/)

[John Caples](https://sms4smile.com/quotes/author/john-caples/)

> [Remember that the headline and the appeals are ONE AND THE SAME. In successful ads, the appeal is almost always expressed in the headline.](https://sms4smile.com/quotes/john-caples/remember-that-the-headline-and-the-appeals-are-one-and-the-same-in/)

[John Caples](https://sms4smile.com/quotes/author/john-caples/)

> [The purpose of the headlines must be to convey a message to people who read headlines, then decide whether or not they will look…](https://sms4smile.com/quotes/john-caples/the-purpose-of-the-headlines-must-be-to-convey-a-message-to-people/)

[John Caples](https://sms4smile.com/quotes/author/john-caples/)

> [The advertiser's logotype at the bottom of the ad can be considered as part of the headline. After reading the headline, the reader instinctively…](https://sms4smile.com/quotes/john-caples/the-advertiser-s-logotype-at-the-bottom-of-the-ad-can-be-considered/)

[John Caples](https://sms4smile.com/quotes/author/john-caples/)

> [An advertisement will be a good one - that is if the headline is really a "stopper."](https://sms4smile.com/quotes/john-caples/an-advertisement-will-be-a-good-one-that-is-if-the-headline-is-really/)

[John Caples](https://sms4smile.com/quotes/author/john-caples/)

> [You can write a 1st paragraph that continues the same thought you expressed in your headline. If you stop a reader with a headline…](https://sms4smile.com/quotes/john-caples/you-can-write-a-1st-paragraph-that-continues-the-same-thought-you/)

[John Caples](https://sms4smile.com/quotes/author/john-caples/)

> [Remember that the reader's attention is yours for only a single instant. They will not use up their valuable time trying to figure out…](https://sms4smile.com/quotes/john-caples/remember-that-the-reader-s-attention-is-yours-for-only-a-single/)

[John Caples](https://sms4smile.com/quotes/author/john-caples/)

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