Avoid the "hard-to-grasp" headline - the headline that requires thought and is not clear at first glance. — John Caples Copy Share Image
A long headline that really says something is more effective than a brief heading that says nothing. — John Caples Copy Share Image
If the headline is a good one, it is a relatively simple matter to write the copy. — John Caples Copy Share Image
Every single element in an advertisement - headline, subhead, photo, and copy - must be put there not because it looks good, not because… — John Caples Copy Share Image
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… — John Caples Copy Share Image
If you are going to emphasize certain words in the headline, be sure that they are the words that say something. — John Caples Copy Share Image
The business of judging a headline AFTER you read the copy is wrong. It takes for granted that everybody reads the copy. — John Caples Copy Share Image
Even today you can look through almost any consumer or professional publication and find headlines that possess not a single one of the necessary… — John Caples Copy Share Image
Every copywriter knows what it is to struggle with a copy for hours, for days - fixing it, polishing it, rearranging it. We have… — John Caples Copy Share Image
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… — John Caples Copy Share Image
Remember that the headline and the appeals are ONE AND THE SAME. In successful ads, the appeal is almost always expressed in the headline. — John Caples Copy Share Image
The purpose of the headlines must be to convey a message to people who read headlines, then decide whether or not they will look… — John Caples Copy Share Image
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… — John Caples Copy Share Image
