Finished Quote by 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 finished.”

John Caples

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Finished Headlines Hours Ifs Knows Tasks

More by John Caples

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

John Caples

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

John Caples

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Every single element in an advertisement - headline, subhead, photo, and copy - must be put there not because it looks good, not because…

John Caples

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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

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

John Caples

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

John Caples

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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

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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

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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

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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

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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

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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

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Explore all 31 John Caples quotes

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