Business Quote by John Caples
“The business of judging a headline AFTER you read the copy is wrong. It takes for granted that everybody reads the copy.”
About This Quote
Source Book: Test & Learn Advertising by John Caples, 1960
Judging a headline before reading its body assumes everyone reads the copy, which is often false.
In simple terms: Headlines shouldn't be judged without context.
Key Takeaway
Read the full copy before evaluating headlines.
Themes
advertising
communication
assumptions
Mood
critical
analytical
Type
advice
instructional
When to use this quote
- marketing meetings
- ad creation
- content strategy
- media planning
Key Concepts
copywriting
headline testing
reader behavior
Questions to Reflect On
- How might your headline change if you considered the copy?
- Do you assume readers will read everything?
A Different Perspective
Not all audiences read the copy; some skim or ignore it.
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