---
title: "14 Headline Quotes By John Caples"
description: "14 Headline quotes by John Caples. Plus more from John Caples and more Headline sayings from other authors."
image: "https://sms4smile.com/quotes/i/e4b/john-caples-19948_clear_avoid-the-hard-to-grasp-headline-the-hea_1859575.jpg"
---

> [Avoid the "hard-to-grasp" headline - the headline that requires thought and is not clear at first glance.](https://sms4smile.com/quotes/john-caples/avoid-the-hard-to-grasp-headline-the-headline-that-requires-thought/)

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

[Image](https://sms4smile.com/quotes/i/e4b/john-caples-19948_clear_avoid-the-hard-to-grasp-headline-the-hea_1859575.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)

> [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)

> [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/)

[Image](https://sms4smile.com/quotes/i/28f/john-caples-19948_certain_if-you-are-going-to-emphasize-certain-wo_648422.jpg)

> [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/)

[Image](https://sms4smile.com/quotes/i/60f/john-caples-19948_copies_if-the-headline-is-a-good-one-it-is-a-re_142478.jpg)

> [Don't underestimate the value of beginning a headline by naming the people you want to reach.](https://sms4smile.com/quotes/john-caples/don-t-underestimate-the-value-of-beginning-a-headline-by-naming-the/)

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

[Image](https://sms4smile.com/quotes/i/aee/john-caples-19948_headline_don-t-underestimate-the-value-of-beginni_3030348.jpg)

> [If you use a poor headline, it does not matter how hard you labor over your copy because your copy will not…](https://sms4smile.com/quotes/john-caples/if-you-use-a-poor-headline-it-does-not-matter-how-hard-you-labor-over/)

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

[Image](https://sms4smile.com/quotes/i/773/john-caples-19948_copies_if-you-use-a-poor-headline-it-does-not-m_2600450.jpg)

> [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/)

[Image](https://sms4smile.com/quotes/i/922/john-caples-19948_business_the-business-of-judging-a-headline-after_680669.jpg)

> [Every copywriter knows what it is to struggle with a copy for hours, for days - fixing it, polishing it, rearranging it.…](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/)

[Image](https://sms4smile.com/quotes/i/894/john-caples-19948_copies_every-copywriter-knows-what-it-is-to-str_817913.jpg)

> [In striving to produce an attractive headline, the copywriter should not emphasize the "quick, easy way" to such an extent that the…](https://sms4smile.com/quotes/john-caples/in-striving-to-produce-an-attractive-headline-the-copywriter-should/)

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

[Image](https://sms4smile.com/quotes/i/950/john-caples-19948_attractive_in-striving-to-produce-an-attractive-hea_2464656.jpg)

> [What good is all the painstaking work on copy if the headline isn't right? If the headline doesn't stop people, the copy…](https://sms4smile.com/quotes/john-caples/what-good-is-all-the-painstaking-work-on-copy-if-the-headline-isn-t/)

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

[Image](https://sms4smile.com/quotes/i/402/john-caples-19948_copies_what-good-is-all-the-painstaking-work-on_2650297.jpg)

> [You can write a 1st paragraph that continues the same thought you expressed in your headline. If you stop a reader with…](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/)

[Image](https://sms4smile.com/quotes/i/488/john-caples-19948_giving_you-can-write-a-1st-paragraph-that-conti_1436353.jpg)

> [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/)

[Image](https://sms4smile.com/quotes/i/cf4/john-caples-19948_headings_a-long-headline-that-really-says-somethi_127637.jpg)

> [Now I spend hours on headlines - days if necessary. And when I get a good headline, I know that my task…](https://sms4smile.com/quotes/john-caples/now-i-spend-hours-on-headlines-days-if-necessary-and-when-i-get-a/)

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

[Image](https://sms4smile.com/quotes/i/475/john-caples-19948_finished_now-i-spend-hours-on-headlines-days-if-n_1988311.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/)

```json
{
    "@context": "https://schema.org",
    "@graph": [
        {
            "@type": "ItemList",
            "@id": "https://sms4smile.com/quotes/about/headline/john-caples/#itemlist",
            "name": "14 Headline Quotes By John Caples",
            "numberOfItems": 14,
            "itemListElement": [
                {
                    "@type": "ListItem",
                    "position": 1,
                    "item": {
                        "@type": "Quotation",
                        "text": "Avoid the \"hard-to-grasp\" headline - the headline that requires thought and is not clear at first glance.",
                        "creator": {
                            "@type": "Person",
                            "name": "John Caples"
                        },
                        "url": "https://sms4smile.com/quotes/john-caples/avoid-the-hard-to-grasp-headline-the-headline-that-requires-thought/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/e4b/john-caples-19948_clear_avoid-the-hard-to-grasp-headline-the-hea_1859575.jpg",
                            "contentUrl": "https://sms4smile.com/quotes/i/e4b/john-caples-19948_clear_avoid-the-hard-to-grasp-headline-the-hea_1859575.jpg",
                            "url": "https://sms4smile.com/quotes/i/e4b/john-caples-19948_clear_avoid-the-hard-to-grasp-headline-the-hea_1859575.jpg",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“Avoid the \"hard-to-grasp\" headline - the headline that requires thought and is not clear at first glance.” — John Caples",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 2,
                    "item": {
                        "@type": "Quotation",
                        "text": "A good headline can make an advertisement good even if the picture is poor.",
                        "creator": {
                            "@type": "Person",
                            "name": "John Caples"
                        },
                        "url": "https://sms4smile.com/quotes/john-caples/a-good-headline-can-make-an-advertisement-good-even-if-the-picture-is/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/c3e/john-caples-19948_advertisement_a-good-headline-can-make-an-advertisemen_2985054.jpg",
                            "contentUrl": "https://sms4smile.com/quotes/i/c3e/john-caples-19948_advertisement_a-good-headline-can-make-an-advertisemen_2985054.jpg",
                            "url": "https://sms4smile.com/quotes/i/c3e/john-caples-19948_advertisement_a-good-headline-can-make-an-advertisemen_2985054.jpg",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“A good headline can make an advertisement good even if the picture is poor.” — John Caples",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 3,
                    "item": {
                        "@type": "Quotation",
                        "text": "An advertisement will be a good one - that is if the headline is really a \"stopper.\"",
                        "creator": {
                            "@type": "Person",
                            "name": "John Caples"
                        },
                        "url": "https://sms4smile.com/quotes/john-caples/an-advertisement-will-be-a-good-one-that-is-if-the-headline-is-really/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/121/john-caples-19948_advertisements_an-advertisement-will-be-a-good-one-that_1429246.jpg",
                            "contentUrl": "https://sms4smile.com/quotes/i/121/john-caples-19948_advertisements_an-advertisement-will-be-a-good-one-that_1429246.jpg",
                            "url": "https://sms4smile.com/quotes/i/121/john-caples-19948_advertisements_an-advertisement-will-be-a-good-one-that_1429246.jpg",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“An advertisement will be a good one - that is if the headline is really a \"stopper.\"” — John Caples",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 4,
                    "item": {
                        "@type": "Quotation",
                        "text": "If you are going to emphasize certain words in the headline, be sure that they are the words that say something.",
                        "creator": {
                            "@type": "Person",
                            "name": "John Caples"
                        },
                        "url": "https://sms4smile.com/quotes/john-caples/if-you-are-going-to-emphasize-certain-words-in-the-headline-be-sure/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/28f/john-caples-19948_certain_if-you-are-going-to-emphasize-certain-wo_648422.jpg",
                            "contentUrl": "https://sms4smile.com/quotes/i/28f/john-caples-19948_certain_if-you-are-going-to-emphasize-certain-wo_648422.jpg",
                            "url": "https://sms4smile.com/quotes/i/28f/john-caples-19948_certain_if-you-are-going-to-emphasize-certain-wo_648422.jpg",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“If you are going to emphasize certain words in the headline, be sure that they are the words that say…” — John Caples",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 5,
                    "item": {
                        "@type": "Quotation",
                        "text": "If the headline is a good one, it is a relatively simple matter to write the copy.",
                        "creator": {
                            "@type": "Person",
                            "name": "John Caples"
                        },
                        "url": "https://sms4smile.com/quotes/john-caples/if-the-headline-is-a-good-one-it-is-a-relatively-simple-matter-to/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/60f/john-caples-19948_copies_if-the-headline-is-a-good-one-it-is-a-re_142478.jpg",
                            "contentUrl": "https://sms4smile.com/quotes/i/60f/john-caples-19948_copies_if-the-headline-is-a-good-one-it-is-a-re_142478.jpg",
                            "url": "https://sms4smile.com/quotes/i/60f/john-caples-19948_copies_if-the-headline-is-a-good-one-it-is-a-re_142478.jpg",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“If the headline is a good one, it is a relatively simple matter to write the copy.” — John Caples",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 6,
                    "item": {
                        "@type": "Quotation",
                        "text": "Don't underestimate the value of beginning a headline by naming the people you want to reach.",
                        "creator": {
                            "@type": "Person",
                            "name": "John Caples"
                        },
                        "url": "https://sms4smile.com/quotes/john-caples/don-t-underestimate-the-value-of-beginning-a-headline-by-naming-the/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/aee/john-caples-19948_headline_don-t-underestimate-the-value-of-beginni_3030348.jpg",
                            "contentUrl": "https://sms4smile.com/quotes/i/aee/john-caples-19948_headline_don-t-underestimate-the-value-of-beginni_3030348.jpg",
                            "url": "https://sms4smile.com/quotes/i/aee/john-caples-19948_headline_don-t-underestimate-the-value-of-beginni_3030348.jpg",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“Don't underestimate the value of beginning a headline by naming the people you want to reach.” — John Caples",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 7,
                    "item": {
                        "@type": "Quotation",
                        "text": "If you use a poor headline, it does not matter how hard you labor over your copy because your copy will not be read.",
                        "creator": {
                            "@type": "Person",
                            "name": "John Caples"
                        },
                        "url": "https://sms4smile.com/quotes/john-caples/if-you-use-a-poor-headline-it-does-not-matter-how-hard-you-labor-over/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/773/john-caples-19948_copies_if-you-use-a-poor-headline-it-does-not-m_2600450.jpg",
                            "contentUrl": "https://sms4smile.com/quotes/i/773/john-caples-19948_copies_if-you-use-a-poor-headline-it-does-not-m_2600450.jpg",
                            "url": "https://sms4smile.com/quotes/i/773/john-caples-19948_copies_if-you-use-a-poor-headline-it-does-not-m_2600450.jpg",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“If you use a poor headline, it does not matter how hard you labor over your copy because your copy will not…” — John Caples",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 8,
                    "item": {
                        "@type": "Quotation",
                        "text": "The business of judging a headline AFTER you read the copy is wrong. It takes for granted that everybody reads the copy.",
                        "creator": {
                            "@type": "Person",
                            "name": "John Caples"
                        },
                        "url": "https://sms4smile.com/quotes/john-caples/the-business-of-judging-a-headline-after-you-read-the-copy-is-wrong/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/922/john-caples-19948_business_the-business-of-judging-a-headline-after_680669.jpg",
                            "contentUrl": "https://sms4smile.com/quotes/i/922/john-caples-19948_business_the-business-of-judging-a-headline-after_680669.jpg",
                            "url": "https://sms4smile.com/quotes/i/922/john-caples-19948_business_the-business-of-judging-a-headline-after_680669.jpg",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“The business of judging a headline AFTER you read the copy is wrong. It takes for granted that everybody…” — John Caples",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 9,
                    "item": {
                        "@type": "Quotation",
                        "text": "Every copywriter knows what it is to struggle with a copy for hours, for days - fixing it, polishing it, rearranging it. We have all been quilty of leaving the headline until the last and the spending half and hour on it - or perhaps only ten minutes.",
                        "creator": {
                            "@type": "Person",
                            "name": "John Caples"
                        },
                        "url": "https://sms4smile.com/quotes/john-caples/every-copywriter-knows-what-it-is-to-struggle-with-a-copy-for-hours/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/894/john-caples-19948_copies_every-copywriter-knows-what-it-is-to-str_817913.jpg",
                            "contentUrl": "https://sms4smile.com/quotes/i/894/john-caples-19948_copies_every-copywriter-knows-what-it-is-to-str_817913.jpg",
                            "url": "https://sms4smile.com/quotes/i/894/john-caples-19948_copies_every-copywriter-knows-what-it-is-to-str_817913.jpg",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“Every copywriter knows what it is to struggle with a copy for hours, for days - fixing it, polishing it…” — John Caples",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 10,
                    "item": {
                        "@type": "Quotation",
                        "text": "In striving to produce an attractive headline, the copywriter should not emphasize the \"quick, easy way\" to such an extent that the headline becomes unbelievable.",
                        "creator": {
                            "@type": "Person",
                            "name": "John Caples"
                        },
                        "url": "https://sms4smile.com/quotes/john-caples/in-striving-to-produce-an-attractive-headline-the-copywriter-should/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/950/john-caples-19948_attractive_in-striving-to-produce-an-attractive-hea_2464656.jpg",
                            "contentUrl": "https://sms4smile.com/quotes/i/950/john-caples-19948_attractive_in-striving-to-produce-an-attractive-hea_2464656.jpg",
                            "url": "https://sms4smile.com/quotes/i/950/john-caples-19948_attractive_in-striving-to-produce-an-attractive-hea_2464656.jpg",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“In striving to produce an attractive headline, the copywriter should not emphasize the \"quick, easy way\" to…” — John Caples",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 11,
                    "item": {
                        "@type": "Quotation",
                        "text": "What good is all the painstaking work on copy if the headline isn't right? If the headline doesn't stop people, the copy might as well be written in Greek.",
                        "creator": {
                            "@type": "Person",
                            "name": "John Caples"
                        },
                        "url": "https://sms4smile.com/quotes/john-caples/what-good-is-all-the-painstaking-work-on-copy-if-the-headline-isn-t/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/402/john-caples-19948_copies_what-good-is-all-the-painstaking-work-on_2650297.jpg",
                            "contentUrl": "https://sms4smile.com/quotes/i/402/john-caples-19948_copies_what-good-is-all-the-painstaking-work-on_2650297.jpg",
                            "url": "https://sms4smile.com/quotes/i/402/john-caples-19948_copies_what-good-is-all-the-painstaking-work-on_2650297.jpg",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“What good is all the painstaking work on copy if the headline isn't right? If the headline doesn't stop…” — John Caples",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 12,
                    "item": {
                        "@type": "Quotation",
                        "text": "You can write a 1st paragraph that continues the same thought you expressed in your headline. If you stop a reader with a headline about house paint, you can be sure of at least one thing about that reader: He wants more info about house paint. You will not lose him as long as you continue to give him what he wants.",
                        "creator": {
                            "@type": "Person",
                            "name": "John Caples"
                        },
                        "url": "https://sms4smile.com/quotes/john-caples/you-can-write-a-1st-paragraph-that-continues-the-same-thought-you/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/488/john-caples-19948_giving_you-can-write-a-1st-paragraph-that-conti_1436353.jpg",
                            "contentUrl": "https://sms4smile.com/quotes/i/488/john-caples-19948_giving_you-can-write-a-1st-paragraph-that-conti_1436353.jpg",
                            "url": "https://sms4smile.com/quotes/i/488/john-caples-19948_giving_you-can-write-a-1st-paragraph-that-conti_1436353.jpg",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“You can write a 1st paragraph that continues the same thought you expressed in your headline. If you stop a…” — John Caples",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 13,
                    "item": {
                        "@type": "Quotation",
                        "text": "A long headline that really says something is more effective than a brief heading that says nothing.",
                        "creator": {
                            "@type": "Person",
                            "name": "John Caples"
                        },
                        "url": "https://sms4smile.com/quotes/john-caples/a-long-headline-that-really-says-something-is-more-effective-than-a/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/cf4/john-caples-19948_headings_a-long-headline-that-really-says-somethi_127637.jpg",
                            "contentUrl": "https://sms4smile.com/quotes/i/cf4/john-caples-19948_headings_a-long-headline-that-really-says-somethi_127637.jpg",
                            "url": "https://sms4smile.com/quotes/i/cf4/john-caples-19948_headings_a-long-headline-that-really-says-somethi_127637.jpg",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“A long headline that really says something is more effective than a brief heading that says nothing.” — John Caples",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                },
                {
                    "@type": "ListItem",
                    "position": 14,
                    "item": {
                        "@type": "Quotation",
                        "text": "Now I spend hours on headlines - days if necessary. And when I get a good headline, I know that my task is nearly finished.",
                        "creator": {
                            "@type": "Person",
                            "name": "John Caples"
                        },
                        "url": "https://sms4smile.com/quotes/john-caples/now-i-spend-hours-on-headlines-days-if-necessary-and-when-i-get-a/",
                        "image": {
                            "@type": "ImageObject",
                            "@id": "https://sms4smile.com/quotes/i/475/john-caples-19948_finished_now-i-spend-hours-on-headlines-days-if-n_1988311.jpg",
                            "contentUrl": "https://sms4smile.com/quotes/i/475/john-caples-19948_finished_now-i-spend-hours-on-headlines-days-if-n_1988311.jpg",
                            "url": "https://sms4smile.com/quotes/i/475/john-caples-19948_finished_now-i-spend-hours-on-headlines-days-if-n_1988311.jpg",
                            "width": 1080,
                            "height": 1080,
                            "caption": "“Now I spend hours on headlines - days if necessary. And when I get a good headline, I know that my task is…” — John Caples",
                            "creditText": "SMS4Smile Quotes",
                            "creator": {
                                "@id": "https://sms4smile.com/quotes/#organization"
                            }
                        }
                    }
                }
            ]
        },
        {
            "@type": "CollectionPage",
            "@id": "https://sms4smile.com/quotes/about/headline/john-caples/#webpage",
            "url": "https://sms4smile.com/quotes/about/headline/john-caples/",
            "name": "Headline Quotes by John Caples",
            "isPartOf": {
                "@id": "https://sms4smile.com/quotes/#website"
            },
            "mainEntity": {
                "@id": "https://sms4smile.com/quotes/about/headline/john-caples/#itemlist"
            },
            "primaryImageOfPage": {
                "@id": "https://sms4smile.com/quotes/i/e4b/john-caples-19948_clear_avoid-the-hard-to-grasp-headline-the-hea_1859575.jpg"
            },
            "description": "14 Headline quotes by John Caples. Plus more from John Caples and more Headline sayings from other authors.",
            "breadcrumb": {
                "@id": "https://sms4smile.com/quotes/about/headline/john-caples/#breadcrumb"
            }
        },
        {
            "@type": "BreadcrumbList",
            "@id": "https://sms4smile.com/quotes/about/headline/john-caples/#breadcrumb",
            "itemListElement": [
                {
                    "@type": "ListItem",
                    "position": 1,
                    "name": "Home",
                    "item": "https://sms4smile.com/"
                },
                {
                    "@type": "ListItem",
                    "position": 2,
                    "name": "Quotes",
                    "item": "https://sms4smile.com/quotes/"
                },
                {
                    "@type": "ListItem",
                    "position": 3,
                    "name": "Topics",
                    "item": "https://sms4smile.com/quotes/categories/"
                },
                {
                    "@type": "ListItem",
                    "position": 4,
                    "name": "Headline",
                    "item": "https://sms4smile.com/quotes/about/headline/"
                },
                {
                    "@type": "ListItem",
                    "position": 5,
                    "name": "John Caples",
                    "item": "https://sms4smile.com/quotes/about/headline/john-caples/"
                }
            ]
        },
        {
            "@type": "WebSite",
            "@id": "https://sms4smile.com/quotes/#website",
            "name": "SMS4Smile Quotes",
            "url": "https://sms4smile.com/quotes/",
            "publisher": {
                "@id": "https://sms4smile.com/quotes/#organization"
            }
        },
        {
            "@type": "Organization",
            "@id": "https://sms4smile.com/quotes/#organization",
            "name": "SMS4Smile Quotes",
            "url": "https://sms4smile.com/quotes/",
            "logo": {
                "@type": "ImageObject",
                "url": "https://sms4smile.com/quotes/wp-content/themes/sq/assets/icons/icon-512.png",
                "width": 512,
                "height": 512
            }
        }
    ]
}
```