--- title: "Meaning & Key Takeaway of: A good headline can make an advertisement…" description: "\"A good headline can make an advertisement good even if the picture is poor.\" — John Caples" image: "https://sms4smile.com/quotes/i/c3e/john-caples-19948_advertisement_a-good-headline-can-make-an-advertisemen_2985054.jpg" --- # A good headline can make an advertisement good even if the… ![“A good headline can make an advertisement good even if the picture is poor.” quote by John Caples](https://sms4smile.com/quotes/i/c3e/john-caples-19948_advertisement_a-good-headline-can-make-an-advertisemen_2985054.jpg) [Download](https://sms4smile.com/quotes/i/c3e/john-caples-19948_advertisement_a-good-headline-can-make-an-advertisemen_2985054.jpg) [Open image](https://sms4smile.com/quotes/i/c3e/john-caples-19948_advertisement_a-good-headline-can-make-an-advertisemen_2985054.jpg) > “A good headline can make an advertisement good even if the picture is poor.” [John Caples](https://sms4smile.com/quotes/author/john-caples/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. A strong headline can compensate for weak visual elements, making the ad effective overall. **In simple terms:** Good headline can rescue a bad picture. Key Takeaway Focus on crafting compelling headlines. Themes advertising copywriting visuals Mood practical strategic Type advice instructional When to use this quote - marketing campaigns - online ads - print media - billboards Key Concepts attention persuasion clarity Questions to Reflect On - How can you test headline impact quickly? - What visual cues still matter? A Different Perspective A headline alone cannot fix a fundamentally flawed product. ★ ★ ★ ★ ★ No ratings yet [Advertisement](https://sms4smile.com/quotes/about/advertisement/) [Advertisement Good](https://sms4smile.com/quotes/about/advertisement-good-4661700/) [Advertisements](https://sms4smile.com/quotes/about/advertisements/) [Good Headline](https://sms4smile.com/quotes/about/good-headline-2971427/) [Headline](https://sms4smile.com/quotes/about/headline/) [Headline Make](https://sms4smile.com/quotes/about/headline-make-4661701/) [Headlines](https://sms4smile.com/quotes/about/headlines/) [Ifs](https://sms4smile.com/quotes/about/ifs/) [Journalism](https://sms4smile.com/quotes/about/journalism/) [Poor](https://sms4smile.com/quotes/about/poor/) ## Related quotes > [An advertisement will be a good one - that is if the headline is really a "stopper."](https://sms4smile.com/quotes/john-caples/an-advertisement-will-be-a-good-one-that-is-if-the-headline-is-really/) [John Caples](https://sms4smile.com/quotes/author/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…](https://sms4smile.com/quotes/john-caples/now-i-spend-hours-on-headlines-days-if-necessary-and-when-i-get-a/) [John Caples](https://sms4smile.com/quotes/author/john-caples/) > [The purpose of a headline is to pick out people you can interest. You wish to talk to someone in a crowd. So the…](https://sms4smile.com/quotes/claude-c-hopkins/the-purpose-of-a-headline-is-to-pick-out-people-you-can-interest-you/) [Claude C. Hopkins](https://sms4smile.com/quotes/author/claude-c-hopkins/) > [“the media never let anything inconvenient like facts get in the way of a good headline.”](https://sms4smile.com/quotes/paul-mathews/the-media-never-let-anything-inconvenient-like-facts-get-in-the-way/) [Paul Mathews](https://sms4smile.com/quotes/author/paul-mathews/) > [When you put money directly to a problem, it makes a good headline. It makes a good campaign slogan. You get to claim that…](https://sms4smile.com/quotes/neil-degrasse-tyson/when-you-put-money-directly-to-a-problem-it-makes-a-good-headline-it/) [Neil deGrasse Tyson](https://sms4smile.com/quotes/author/neil-degrasse-tyson/) > [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…](https://sms4smile.com/quotes/ted-nicholas/based-on-hundreds-of-tests-conducted-a-good-headline-can-be-as-much/) [Ted Nicholas](https://sms4smile.com/quotes/author/ted-nicholas/) > [A good headline is far more than a summary. It has to characterize, in a few brief words, the most important themes and news…](https://sms4smile.com/quotes/parker-conrad/a-good-headline-is-far-more-than-a-summary-it-has-to-characterize-in/) [Parker Conrad](https://sms4smile.com/quotes/author/parker-conrad/) > [Every single element in an advertisement - headline, subhead, photo, and copy - must be put there not because it looks good, not because…](https://sms4smile.com/quotes/john-caples/every-single-element-in-an-advertisement-headline-subhead-photo-and/) [John Caples](https://sms4smile.com/quotes/author/john-caples/) > [The headline is the most important element in most advertisements. It is the telegram which decides the reader whether to read the copy.](https://sms4smile.com/quotes/david-ogilvy/the-headline-is-the-most-important-element-in-most-advertisements-it/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [Claude Hopkins.. maintained that nobody with a college education could write an advertisement addressed to the mass millions. That's absolute poppycock.](https://sms4smile.com/quotes/david-ogilvy/claude-hopkins-maintained-that-nobody-with-a-college-education-could/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [I'm not a very good advertisement for the American school system.](https://sms4smile.com/quotes/david-brinkley/i-m-not-a-very-good-advertisement-for-the-american-school-system/) [David Brinkley](https://sms4smile.com/quotes/author/david-brinkley/) > [Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete.](https://sms4smile.com/quotes/claude-c-hopkins/whatever-claim-you-use-to-gain-attention-the-advertisement-should/) [Claude C. Hopkins](https://sms4smile.com/quotes/author/claude-c-hopkins/) > [advertisement ... has brought our disregard for truth into the open without even a figleaf to cover it.](https://sms4smile.com/quotes/freya-stark/advertisement-has-brought-our-disregard-for-truth-into-the-open/) [Freya Stark](https://sms4smile.com/quotes/author/freya-stark/) > [Basically, art should remain something that is complex, that has many layers, so there's always a possibility to reconsider things and have a different…](https://sms4smile.com/quotes/camille-henrot/basically-art-should-remain-something-that-is-complex-that-has-many/) [Camille Henrot](https://sms4smile.com/quotes/author/camille-henrot/) > [I think if you can create a meaningful thing that is also an advertisement that's a pretty cool option for brands.](https://sms4smile.com/quotes/doug-walters/i-think-if-you-can-create-a-meaningful-thing-that-is-also-an/) [Doug Walters](https://sms4smile.com/quotes/author/doug-walters/) ## More by John Caples > [A long headline that really says something is more effective than a brief heading that says nothing.](https://sms4smile.com/quotes/john-caples/a-long-headline-that-really-says-something-is-more-effective-than-a/) [John Caples](https://sms4smile.com/quotes/author/john-caples/) > [If the headline is a good one, it is a relatively simple matter to write the copy.](https://sms4smile.com/quotes/john-caples/if-the-headline-is-a-good-one-it-is-a-relatively-simple-matter-to/) [John Caples](https://sms4smile.com/quotes/author/john-caples/) > [Every single element in an advertisement - headline, subhead, photo, and copy - must be put there not because it looks good, not because…](https://sms4smile.com/quotes/john-caples/every-single-element-in-an-advertisement-headline-subhead-photo-and/) [John Caples](https://sms4smile.com/quotes/author/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…](https://sms4smile.com/quotes/john-caples/the-best-headlines-are-those-that-appeal-to-the-reader-s-self/) [John Caples](https://sms4smile.com/quotes/author/john-caples/) > [If you are going to emphasize certain words in the headline, be sure that they are the words that say something.](https://sms4smile.com/quotes/john-caples/if-you-are-going-to-emphasize-certain-words-in-the-headline-be-sure/) [John Caples](https://sms4smile.com/quotes/author/john-caples/) > [The business of judging a headline AFTER you read the copy is wrong. It takes for granted that everybody reads the copy.](https://sms4smile.com/quotes/john-caples/the-business-of-judging-a-headline-after-you-read-the-copy-is-wrong/) [John Caples](https://sms4smile.com/quotes/author/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…](https://sms4smile.com/quotes/john-caples/even-today-you-can-look-through-almost-any-consumer-or-professional/) [John Caples](https://sms4smile.com/quotes/author/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…](https://sms4smile.com/quotes/john-caples/every-copywriter-knows-what-it-is-to-struggle-with-a-copy-for-hours/) [John Caples](https://sms4smile.com/quotes/author/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…](https://sms4smile.com/quotes/john-caples/the-most-frequent-reason-for-unsuccessful-advertising-is-advertisers/) [John Caples](https://sms4smile.com/quotes/author/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.](https://sms4smile.com/quotes/john-caples/remember-that-the-headline-and-the-appeals-are-one-and-the-same-in/) [John Caples](https://sms4smile.com/quotes/author/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…](https://sms4smile.com/quotes/john-caples/the-purpose-of-the-headlines-must-be-to-convey-a-message-to-people/) [John Caples](https://sms4smile.com/quotes/author/john-caples/) > [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…](https://sms4smile.com/quotes/john-caples/the-advertiser-s-logotype-at-the-bottom-of-the-ad-can-be-considered/) [John Caples](https://sms4smile.com/quotes/author/john-caples/) > [An advertisement will be a good one - that is if the headline is really a "stopper."](https://sms4smile.com/quotes/john-caples/an-advertisement-will-be-a-good-one-that-is-if-the-headline-is-really/) [John Caples](https://sms4smile.com/quotes/author/john-caples/) > [You can write a 1st paragraph that continues the same thought you expressed in your headline. If you stop a reader with a headline…](https://sms4smile.com/quotes/john-caples/you-can-write-a-1st-paragraph-that-continues-the-same-thought-you/) [John Caples](https://sms4smile.com/quotes/author/john-caples/) > [Remember that the reader's attention is yours for only a single instant. They will not use up their valuable time trying to figure out…](https://sms4smile.com/quotes/john-caples/remember-that-the-reader-s-attention-is-yours-for-only-a-single/) [John Caples](https://sms4smile.com/quotes/author/john-caples/) [Explore all 31 John Caples quotes ](https://sms4smile.com/quotes/author/john-caples/) ## More Advertisement quotes > [“Take care of your costume and your confidence will take care of itself.”](https://sms4smile.com/quotes/amit-kalantri/take-care-of-your-costume-and-your-confidence-will-take-care-of-itself/) [Amit Kalantri](https://sms4smile.com/quotes/author/amit-kalantri/) > [“In general, poor is polite and rich is rude.”](https://sms4smile.com/quotes/amit-kalantri/in-general-poor-is-polite-and-rich-is-rude/) [Amit Kalantri](https://sms4smile.com/quotes/author/amit-kalantri/) > [“Sarah drew a deep breath and released it slowly, waiting for her voice to steady before she spoke. “It’s a ve ry good story.…](https://sms4smile.com/quotes/bonnie-dee/sarah-drew-a-deep-breath-and-released-it-slowly-waiting-for-her-voice/) [Bonnie Dee](https://sms4smile.com/quotes/author/bonnie-dee/) > [“The smell of the sweat is not sweet, but the fruit of the sweat is very sweet.”](https://sms4smile.com/quotes/amit-kalantri/the-smell-of-the-sweat-is-not-sweet-but-the-fruit-of-the-sweat-is/) [Amit Kalantri](https://sms4smile.com/quotes/author/amit-kalantri/) > [If there's one thing I've always taken care of with my work, it's that it's never an advertisement for anything other than the work…](https://sms4smile.com/quotes/jr/if-there-s-one-thing-i-ve-always-taken-care-of-with-my-work-it-s-that/) [JR](https://sms4smile.com/quotes/author/jr/) > [I think if you can create a meaningful thing that is also an advertisement that's a pretty cool option for brands.](https://sms4smile.com/quotes/doug-walters/i-think-if-you-can-create-a-meaningful-thing-that-is-also-an/) [Doug Walters](https://sms4smile.com/quotes/author/doug-walters/) > [“Don't compare the size of your roof with the size of the sky.”](https://sms4smile.com/quotes/amit-kalantri/don-t-compare-the-size-of-your-roof-with-the-size-of-the-sky/) [Amit Kalantri](https://sms4smile.com/quotes/author/amit-kalantri/) > [Basically, art should remain something that is complex, that has many layers, so there's always a possibility to reconsider things and have a different…](https://sms4smile.com/quotes/camille-henrot/basically-art-should-remain-something-that-is-complex-that-has-many/) [Camille Henrot](https://sms4smile.com/quotes/author/camille-henrot/) > [“Advertisement! A device for forcing the unwilling into line. Did it matter to a ground vehicle manufacturer whether a given individual felt an original…](https://sms4smile.com/quotes/isaac-asimov/advertisement-a-device-for-forcing-the-unwilling-into-line-did-it/) [Isaac Asimov](https://sms4smile.com/quotes/author/isaac-asimov/) > [“All worries are less with wine.”](https://sms4smile.com/quotes/amit-kalantri/all-worries-are-less-with-wine/) [Amit Kalantri](https://sms4smile.com/quotes/author/amit-kalantri/) > [The most excellent and divine counsel, the best and most profitable advertisement of all others, but the least practiced, is to study and learn…](https://sms4smile.com/quotes/pierre-charron/the-most-excellent-and-divine-counsel-the-best-and-most-profitable/) [Pierre Charron](https://sms4smile.com/quotes/author/pierre-charron/) > [I would rather die than see my face in a car advertisement.](https://sms4smile.com/quotes/azzedine-alaia/i-would-rather-die-than-see-my-face-in-a-car-advertisement/) [Azzedine Alaia](https://sms4smile.com/quotes/author/azzedine-alaia/) > [“The mistakes of the world are warning message for you.”](https://sms4smile.com/quotes/amit-kalantri/the-mistakes-of-the-world-are-warning-message-for-you/) [Amit Kalantri](https://sms4smile.com/quotes/author/amit-kalantri/) > [advertisement ... has brought our disregard for truth into the open without even a figleaf to cover it.](https://sms4smile.com/quotes/freya-stark/advertisement-has-brought-our-disregard-for-truth-into-the-open/) [Freya Stark](https://sms4smile.com/quotes/author/freya-stark/) > [“Connecting to the outernet was less of a shock this time, as the monitor gave him a sense of distance from it, but it…](https://sms4smile.com/quotes/c-s-friedman/connecting-to-the-outernet-was-less-of-a-shock-this-time-as-the/) [C.S. Friedman](https://sms4smile.com/quotes/author/c-s-friedman/) [Browse all 193 Advertisement quotes ](https://sms4smile.com/quotes/about/advertisement/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "A good headline can make an advertisement good even if the picture is poor.", "creator": { "@type": "Person", "name": "John Caples" }, "isPartOf": { "@id": "https://sms4smile.com/quotes/#website" }, "url": "https://sms4smile.com/quotes/john-caples/a-good-headline-can-make-an-advertisement-good-even-if-the-picture-is/", "about": { "@type": "Thing", "name": "Advertisement" }, "@id": "https://sms4smile.com/quotes/john-caples/a-good-headline-can-make-an-advertisement-good-even-if-the-picture-is/#quotation", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/c3e/john-caples-19948_advertisement_a-good-headline-can-make-an-advertisemen_2985054.jpg", "contentUrl": "https://sms4smile.com/quotes/i/c3e/john-caples-19948_advertisement_a-good-headline-can-make-an-advertisemen_2985054.jpg", "url": "https://sms4smile.com/quotes/i/c3e/john-caples-19948_advertisement_a-good-headline-can-make-an-advertisemen_2985054.jpg", "width": 1080, "height": 1080, "caption": "“A good headline can make an advertisement good even if the picture is poor.” — John Caples", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } }, { "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://sms4smile.com/" }, { "@type": "ListItem", "position": 2, "name": "Quotes", "item": "https://sms4smile.com/quotes/" }, { "@type": "ListItem", "position": 3, "name": "John Caples", "item": "https://sms4smile.com/quotes/author/john-caples/" }, { "@type": "ListItem", "position": 4, "name": "A good headline can make an...", "item": "https://sms4smile.com/quotes/john-caples/a-good-headline-can-make-an-advertisement-good-even-if-the-picture-is/" } ], "@id": "https://sms4smile.com/quotes/john-caples/a-good-headline-can-make-an-advertisement-good-even-if-the-picture-is/#breadcrumb" }, { "@type": "WebSite", "@id": "https://sms4smile.com/quotes/#website", "name": "SMS4Smile Quotes", "url": "https://sms4smile.com/quotes/", "publisher": { "@id": "https://sms4smile.com/quotes/#organization" } }, { "@type": "Organization", "@id": "https://sms4smile.com/quotes/#organization", "name": "SMS4Smile Quotes", "url": "https://sms4smile.com/quotes/", "logo": { "@type": "ImageObject", "url": "https://sms4smile.com/quotes/wp-content/themes/sq/assets/icons/icon-512.png", "width": 512, "height": 512 } } ] } ```