Ads Quote by John Caples

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

— John Caples

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

— John Caples

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

— John Caples

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

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

— 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

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

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 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

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

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

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

— John Caples