Certain Quote by 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

★ ★ ★ ★ ★ 2.1 out of 5 (5 ratings)

Certain Headlines Ifs

More by John Caples

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

John Caples

Image

If the headline is a good one, it is a relatively simple matter to write the copy.

John Caples

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

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

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

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

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

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

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

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

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

Image

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

John Caples

Image

Explore all 31 John Caples quotes

More Certain quotes

I am certain that children always know more than they are able to tell, and that makes the big difference between them and adults,…

Jacques Lusseyran

Image

One can put some trust in the gratitude of a sovereign, and also in that of his family; under certain conditions, one can even…

Otto von Bismarck

Image

For successful education there must always be a certain freshness in the knowledge dealt with. It must be either new in itself or invested…

Alfred North Whitehead

Image

People don't always realize that a record is forever. It'll always be there under your name. You've got to be certain that it's right.

Frank Iero

Image

Faith gives you a certain structure and meaning to your life.

Riffat Hassan

Image

I started out dancing on a reality TV show, but always with the intention of making my way over to film. I transitioned into…

Julianne Hough

Image

One of the deepest and strangest of all human moods is the mood which will suddenly strike us perhaps in a garden at night,…

Anonymous

Image

A dialogue is very important. It is a form of communication in which question and answer continue till a question is left without an…

Jiddu Krishnamurti

Image

I mean those people who are interested in good government will certainly contribute in order to make certain there's some counter-balance to those whose…

Stephen Breyer