---
title: "26 Headlines Quotes By John Caples"
description: "26 Headlines quotes by John Caples. Plus more from John Caples and more Headlines 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)

> [Remember that the headline and the appeals are ONE AND THE SAME. In successful ads, the appeal is almost always expressed in…](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/)

[Image](https://sms4smile.com/quotes/i/aaf/john-caples-19948_ads_remember-that-the-headline-and-the-appea_1095583.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)

> [The success of an entire advertising campaign may stand or fall on what is said in the headlines of the individual advertisements.](https://sms4smile.com/quotes/john-caples/the-success-of-an-entire-advertising-campaign-may-stand-or-fall-on/)

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

[Image](https://sms4smile.com/quotes/i/298/john-caples-19948_advertisements_the-success-of-an-entire-advertising-cam_2590044.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)

> [The purpose of the headlines must be to convey a message to people who read headlines, then decide whether or not they…](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/)

[Image](https://sms4smile.com/quotes/i/bbe/john-caples-19948_copies_the-purpose-of-the-headlines-must-be-to_1260178.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)

> [Unsuccessful headlines were not written without a strong appeal, but it was the wrong appeal for that product and that audience.](https://sms4smile.com/quotes/john-caples/unsuccessful-headlines-were-not-written-without-a-strong-appeal-but/)

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

[Image](https://sms4smile.com/quotes/i/0ce/john-caples-19948_appeals_unsuccessful-headlines-were-not-written_3027284.jpg)

> [Even today you can look through almost any consumer or professional publication and find headlines that possess not a single one of…](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/)

[Image](https://sms4smile.com/quotes/i/b49/john-caples-19948_consumers_even-today-you-can-look-through-almost-a_760695.jpg)

> [The best headlines are those that appeal to the reader's self-interest, that is, headlines based on reader benefits. They offer readers something…](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/)

[Image](https://sms4smile.com/quotes/i/458/john-caples-19948_appeals_the-best-headlines-are-those-that-appeal_561946.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)

> [Do not try to make your headline so short that it fails to express your idea properly. It's more important to say…](https://sms4smile.com/quotes/john-caples/do-not-try-to-make-your-headline-so-short-that-it-fails-to-express/)

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

[Image](https://sms4smile.com/quotes/i/8f3/john-caples-19948_failing_do-not-try-to-make-your-headline-so-shor_2502827.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)

> [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)

> [The advertiser's logotype at the bottom of the ad can be considered as part of the headline. After reading the headline, the…](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)

> [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)

> [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 headlines are critically important. The majority of the public reads little else when deciding whether or not they are interested.](https://sms4smile.com/quotes/john-caples/the-headlines-are-critically-important-the-majority-of-the-public/)

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

[Image](https://sms4smile.com/quotes/i/b75/john-caples-19948_headlines_the-headlines-are-critically-important-t_2043728.jpg)

> [For every curiosity headline that succeed in getting results, a dozen will fail.](https://sms4smile.com/quotes/john-caples/for-every-curiosity-headline-that-succeed-in-getting-results-a-dozen/)

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

[Image](https://sms4smile.com/quotes/i/370/john-caples-19948_curiosity_for-every-curiosity-headline-that-succee_3082550.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)

> [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)

> [Get the big point of your advertisement into your headline. Use your headline as a hook to reach out and catch the…](https://sms4smile.com/quotes/john-caples/get-the-big-point-of-your-advertisement-into-your-headline-use-your/)

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

[Image](https://sms4smile.com/quotes/i/869/john-caples-19948_advertisements_get-the-big-point-of-your-advertisement_2762069.jpg)

## Other authors on Headlines

## 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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                        "text": "Every single element in an advertisement - headline, subhead, photo, and copy - must be put there not because it looks good, not because it sounds good, but because testing has shown that it works best!",
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                        "text": "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.",
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                        "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.",
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