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 to tell us why we should buy (the world's best lawn!). — John Caples Copy Share Image
The success of an entire advertising campaign may stand or fall on what is said in the headlines of the individual advertisements. — 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
