---
title: "1 Headline Reading Quotes By John Caples"
description: "1 Headline Reading quotes by John Caples. Plus more from John Caples and more Headline Reading sayings from other authors."
image: "https://sms4smile.com/quotes/i/d14/john-caples-19948_ads_the-advertiser-s-logotype-at-the-bottom_1348877.jpg"
---

> [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 looks down at the logotype to see the company name.](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/)

[Image](https://sms4smile.com/quotes/i/d14/john-caples-19948_ads_the-advertiser-s-logotype-at-the-bottom_1348877.jpg)

## 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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