--- title: "Meaning & Key Takeaway of: Do not try to make your headline so short…" description: "\"Do not try to make your headline so short that it fails to express your idea properly. It's more important to say what you want to say - even if it tak..." image: "https://sms4smile.com/quotes/i/8f3/john-caples-19948_failing_do-not-try-to-make-your-headline-so-shor_2502827.jpg" --- # Do not try to make your headline so short that it fails to… ![“Do not try to make your headline so short that it fails to express your idea properly. It's more important to say what you want to say - even if it takes 20 words to do than make it short and fail to express your idea.” quote by John Caples](https://sms4smile.com/quotes/i/8f3/john-caples-19948_failing_do-not-try-to-make-your-headline-so-shor_2502827.jpg) [Download](https://sms4smile.com/quotes/i/8f3/john-caples-19948_failing_do-not-try-to-make-your-headline-so-shor_2502827.jpg) [Open image](https://sms4smile.com/quotes/i/8f3/john-caples-19948_failing_do-not-try-to-make-your-headline-so-shor_2502827.jpg) > “Do not try to make your headline so short that it fails to express your idea properly. It's more important to say what you want to say - even if it takes 20 words to do than make it short and fail to express your idea.” [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. Effective communication prioritizes clarity over brevity; a longer headline that fully conveys the message beats a short, vague one. **In simple terms:** Clear messages matter more than short ones. Key Takeaway Write headlines that fully express the idea. Themes communication writing marketing Mood informative professional Type advice instructional When to use this quote - advertising copy - website headlines - product descriptions - press releases Key Concepts clarity messaging audience focus Questions to Reflect On - How can you ensure a longer headline stays engaging? - What elements keep a detailed headline clear? A Different Perspective Long headlines may lose reader attention if not well-structured. ★ ★ ★ ★ ★ No ratings yet [Ideas](https://sms4smile.com/quotes/about/ideas/) [What you want](https://sms4smile.com/quotes/about/what-you-want/) ## Related quotes > [Everything I post on social media, they make a headline out of it!](https://sms4smile.com/quotes/pia-wurtzbach/everything-i-post-on-social-media-they-make-a-headline-out-of-it/) [Pia Wurtzbach](https://sms4smile.com/quotes/author/pia-wurtzbach/) > [I say 20 words in English. I say money, money, money, and I say hot dog! I say yes, no and I say money,…](https://sms4smile.com/quotes/carmen-miranda/i-say-20-words-in-english-i-say-money-money-money-and-i-say-hot-dog-i/) [Carmen Miranda](https://sms4smile.com/quotes/author/carmen-miranda/) > [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/) > [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/) > [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/) > [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/) > [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/) > [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/) > [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/) > [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/) > [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 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/) > [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/) > [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/) > [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/) ## 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 Failing quotes > [Many individuals spend a considerable portion of their lifetimes in terror of one imagined catastrophe or another. The classic is that your immortal soul…](https://sms4smile.com/quotes/l-neil-smith/many-individuals-spend-a-considerable-portion-of-their-lifetimes-in/) [L. Neil Smith](https://sms4smile.com/quotes/author/l-neil-smith/) > [The prophet who fails to present a bearable alternative and yet preaches doom is part of the trap that he postulates. Not only does…](https://sms4smile.com/quotes/margaret-mead/the-prophet-who-fails-to-present-a-bearable-alternative-and-yet/) [Margaret Mead](https://sms4smile.com/quotes/author/margaret-mead/) > [Apologies are not pass/fail.](https://sms4smile.com/quotes/randy-pausch/apologies-are-not-pass-fail/) [Randy Pausch](https://sms4smile.com/quotes/author/randy-pausch/) > [Trial by jury. Live wherever you can make a living. How could a government based on such principles fail?](https://sms4smile.com/quotes/stephen-ambrose/trial-by-jury-live-wherever-you-can-make-a-living-how-could-a/) [Stephen Ambrose](https://sms4smile.com/quotes/author/stephen-ambrose/) > [Each man is capable of doing one thing well. If he attempts several, he will fail to achieve distinction in any.](https://sms4smile.com/quotes/plato/each-man-is-capable-of-doing-one-thing-well-if-he-attempts-several-he/) [Plato](https://sms4smile.com/quotes/author/plato/) > [My willingness to fail gives me the ability to succeed.](https://sms4smile.com/quotes/vinod-khosla/my-willingness-to-fail-gives-me-the-ability-to-succeed/) [Vinod Khosla](https://sms4smile.com/quotes/author/vinod-khosla/) > [I would warn against holsters with devices for quick-draw. Devices always fail when you need them most.](https://sms4smile.com/quotes/william-powell/i-would-warn-against-holsters-with-devices-for-quick-draw-devices/) [William Powell](https://sms4smile.com/quotes/author/william-powell/) > [You can’t bake a cake without getting the kitchen messy. Halfway through surgery it looks like there’s been a murder in the operating room.…](https://sms4smile.com/quotes/price-pritchett/you-can-t-bake-a-cake-without-getting-the-kitchen-messy-halfway/) [Price Pritchett](https://sms4smile.com/quotes/author/price-pritchett/) > [We can't afford any president to fail.](https://sms4smile.com/quotes/glenn-beck/we-can-t-afford-any-president-to-fail/) [Glenn Beck](https://sms4smile.com/quotes/author/glenn-beck/) > [When I paint, I never think of selling. People simply fail to understand that we paint in order to experiment and to develop ourselves…](https://sms4smile.com/quotes/edvard-munch/when-i-paint-i-never-think-of-selling-people-simply-fail-to/) [Edvard Munch](https://sms4smile.com/quotes/author/edvard-munch/) > [Either dragons should exist completely or fail to exist at all, he felt. A dragon only half-existing was worse than the extremes.](https://sms4smile.com/quotes/terry-pratchett/either-dragons-should-exist-completely-or-fail-to-exist-at-all-he/) [Terry Pratchett](https://sms4smile.com/quotes/author/terry-pratchett/) > [I wake up every morning fearing I am going to fail. But I love a challenge, big or small. There's so much I want…](https://sms4smile.com/quotes/michelle-mone/i-wake-up-every-morning-fearing-i-am-going-to-fail-but-i-love-a/) [Michelle Mone](https://sms4smile.com/quotes/author/michelle-mone/) > [What I want is to be willing to fail rather than stagnate.](https://sms4smile.com/quotes/james-dickey/what-i-want-is-to-be-willing-to-fail-rather-than-stagnate/) [James Dickey](https://sms4smile.com/quotes/author/james-dickey/) > [In proportion as our inward life fails, we go more constantly and desperately to the post office. You may depend on it, that the…](https://sms4smile.com/quotes/henry-david-thoreau/in-proportion-as-our-inward-life-fails-we-go-more-constantly-and/) [Henry David Thoreau](https://sms4smile.com/quotes/author/henry-david-thoreau/) > [The very first company I started failed with a great bang. The second one failed a little bit less, but still failed. The third…](https://sms4smile.com/quotes/max-levchin/the-very-first-company-i-started-failed-with-a-great-bang-the-second/) [Max Levchin](https://sms4smile.com/quotes/author/max-levchin/) Browse all 5,634 Failing quotes ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "Do not try to make your headline so short that it fails to express your idea properly. It's more important to say what you want to say - even if it takes 20 words to do than make it short and fail to express your idea.", "creator": { "@type": "Person", "name": "John Caples" }, "isPartOf": { "@id": "https://sms4smile.com/quotes/#website" }, "url": "https://sms4smile.com/quotes/john-caples/do-not-try-to-make-your-headline-so-short-that-it-fails-to-express/", "about": { "@type": "Thing", "name": "Failing" }, "@id": "https://sms4smile.com/quotes/john-caples/do-not-try-to-make-your-headline-so-short-that-it-fails-to-express/#quotation", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/8f3/john-caples-19948_failing_do-not-try-to-make-your-headline-so-shor_2502827.jpg", "contentUrl": "https://sms4smile.com/quotes/i/8f3/john-caples-19948_failing_do-not-try-to-make-your-headline-so-shor_2502827.jpg", "url": "https://sms4smile.com/quotes/i/8f3/john-caples-19948_failing_do-not-try-to-make-your-headline-so-shor_2502827.jpg", "width": 1080, "height": 1080, "caption": "“Do not try to make your headline so short that it fails to express your idea properly. It's more important…” — 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": "Do not try to make your...", "item": "https://sms4smile.com/quotes/john-caples/do-not-try-to-make-your-headline-so-short-that-it-fails-to-express/" } ], "@id": "https://sms4smile.com/quotes/john-caples/do-not-try-to-make-your-headline-so-short-that-it-fails-to-express/#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 } } ] } ```