Appeals Quote by John Caples

“Unsuccessful headlines were not written without a strong appeal, but it was the wrong appeal for that product and that audience.”

John Caples

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Appeals Audience Headlines Products Strong Unsuccessful Written

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

More Appeals quotes

Quotations can be valuable, like raisins in the rice pudding, for adding iron as well as eye appeal.

Peg Bracken

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If Robert Heinlein is more to your taste than George Lucas: “If you are part of a society that votes, then do so. There…

Kevin Drum

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All the cliches of glamorous sophistication have little appeal to me. Do I want to live the British version of 'Dynasty?' No thanks!

Sade Adu

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It's an appeal as old as America and its presidency: This is an extraordinary country populated by hard-working, big-dreaming, freedom-loving people graced by God…

Ron Fournier

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I liked wrestling a lot better than boxing. I remember thinking at that time that wrestling was a pure demonstration of strength, which I…

Scott Carpenter

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As a social and as a personal force, religion has become a dependent variable. It does not originate; it reacts. It does not denounce;…

C. Wright Mills

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The ascent of any route begins, in dreams at least, the autumn before. Our minds ring, involuntarily, with the alluring names of mountains, aiguilles,…

Gaston Rebuffat