Copies Quote by John Caples

A long headline that really says something is more effective than a brief heading that says nothing.

— John Caples

A good headline can make an advertisement good even if the picture is poor.

— John Caples

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…

— John Caples

If you use a poor headline, it does not matter how hard you labor over your copy because your copy will not be read.

— John Caples

In striving to produce an attractive headline, the copywriter should not emphasize the "quick, easy way" to such an extent that the headline becomes…

— John Caples

Now I spend hours on headlines - days if necessary. And when I get a good headline, I know that my task is nearly…

— John Caples

Avoid the "hard-to-grasp" headline - the headline that requires thought and is not clear at first glance.

— 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…

— John Caples

An advertisement will be a good one - that is if the headline is really a "stopper."

— 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…

— John Caples

The business of judging a headline AFTER you read the copy is wrong. It takes for granted that everybody reads the copy.

— John Caples

If you are going to emphasize certain words in the headline, be sure that they are the words that say something.

— John Caples