The business of judging a headline AFTER you read the copy is wrong. It takes for granted that everybody reads the copy. — John Caples Business Copy Share Image
A long headline that really says something is more effective than a brief heading that says nothing. — John Caples Headings Copy Share Image
If the headline is a good one, it is a relatively simple matter to write the copy. — John Caples Copies 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… — John Caples Copies 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 Certain Copy Share Image
An advertisement will be a good one - that is if the headline is really a "stopper." — John Caples Advertisements 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… — John Caples Ads Copy Share Image
Remember that the reader's attention is yours for only a single instant. They will not use up their valuable time trying to… — John Caples Attention 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… — John Caples Accomplishment Copy Share Image
You can write a 1st paragraph that continues the same thought you expressed in your headline. If you stop a reader with… — John Caples Giving Copy Share Image
Every single element in an advertisement - headline, subhead, photo, and copy - must be put there not because it looks good,… — John Caples Advertisement 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… — John Caples Ads 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… — John Caples Appeals Copy Share Image
Every copywriter knows what it is to struggle with a copy for hours, for days - fixing it, polishing it, rearranging it.… — John Caples Copies 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… — John Caples Consumers Copy Share Image
To impress your offer on the mind of the reader or listener, it is necessary to put it into brief, simple language...No… — John Caples Books Copy Share Image
Now I spend hours on headlines - days if necessary. And when I get a good headline, I know that my task… — John Caples Finished Copy Share Image
For every curiosity headline that succeed in getting results, a dozen will fail. — John Caples Curiosity Copy Share Image
Don't underestimate the value of beginning a headline by naming the people you want to reach. — John Caples Headline Copy Share Image
If you use a poor headline, it does not matter how hard you labor over your copy because your copy will not… — John Caples Copies Copy Share Image
A good headline can make an advertisement good even if the picture is poor. — John Caples Advertisement Copy Share Image
Avoid the "hard-to-grasp" headline - the headline that requires thought and is not clear at first glance. — John Caples Clear Copy Share Image
Get the big point of your advertisement into your headline. Use your headline as a hook to reach out and catch the… — John Caples Advertisements Copy Share Image
The headlines are critically important. The majority of the public reads little else when deciding whether or not they are interested. — John Caples Headlines Copy Share Image
What good is all the painstaking work on copy if the headline isn't right? If the headline doesn't stop people, the copy… — John Caples Copies Copy Share Image
Unsuccessful headlines were not written without a strong appeal, but it was the wrong appeal for that product and that audience. — John Caples Appeals Copy Share Image
Do not try to make your headline so short that it fails to express your idea properly. It's more important to say… — John Caples Failing Copy Share Image
In striving to produce an attractive headline, the copywriter should not emphasize the "quick, easy way" to such an extent that the… — John Caples Attractive 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 Advertisements Copy Share Image
