Advertisement Quote by John Caples
“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!”
About This Quote
Source Book: Scientific Advertising by John Caples, 1923
Advertising elements must be included based on proven effectiveness, not aesthetic or intuitive preference.
In simple terms: Use proven methods, not just looks or feel.
Key Takeaway
Test and use what works.
Themes
advertising
testing
effectiveness
Mood
analytical
practical
Type
instructional
professional
When to use this quote
- product launch
- online ads
- print media
- campaign design
Key Concepts
marketing science
copywriting
Questions to Reflect On
- How will you measure success?
- What tests will you prioritize?
A Different Perspective
Testing can be costly and time‑consuming.
