Copies Quote by John Caples

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

— John Caples

If you use a poor headline, it does not matter how hard you labor over your copy because your copy will not be read.

— 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

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

Headlines are so great in a sense that they can take a little bit from an article completely out of context and blow it…

— Kristin Cavallari

Writing headlines is a specialty - there are outstanding writers who will tell you they couldn't write a headline to save their lives.

— Bill Walsh

Based on hundreds of tests conducted, a good headline can be as much as 17 times more effective than a so-so headline. And this…

— Ted Nicholas

In striving to produce an attractive headline, the copywriter should not emphasize the "quick, easy way" to such an extent that the headline becomes…

— John Caples

A laudation in Greek is of marvellous efficacy on the title-page of a book.

— Moliere

It has always seemed to me a pity that the young people of our generation should grow up with such scant knowledge of Greek…

— James Loeb

“To be sure, there were attempts at translating the philosophy that was written in Greek into other languages – the presumed intention being to…

— Dimitri Gutas

Avoid the "hard-to-grasp" headline - the headline that requires thought and is not clear at first glance.

— John Caples