--- title: "Meaning & Key Takeaway of: Don't underestimate the value of…" description: "\"Don't underestimate the value of beginning a headline by naming the people you want to reach.\" — John Caples" image: "https://sms4smile.com/quotes/i/aee/john-caples-19948_headline_don-t-underestimate-the-value-of-beginni_3030348.jpg" --- # Don't underestimate the value of beginning a headline by… ![“Don't underestimate the value of beginning a headline by naming the people you want to reach.” quote by John Caples](https://sms4smile.com/quotes/i/aee/john-caples-19948_headline_don-t-underestimate-the-value-of-beginni_3030348.jpg) [Download](https://sms4smile.com/quotes/i/aee/john-caples-19948_headline_don-t-underestimate-the-value-of-beginni_3030348.jpg) [Open image](https://sms4smile.com/quotes/i/aee/john-caples-19948_headline_don-t-underestimate-the-value-of-beginni_3030348.jpg) > “Don't underestimate the value of beginning a headline by naming the people you want to reach.” [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. Naming your target audience in a headline instantly clarifies relevance and draws attention. **In simple terms:** Name the audience in headlines. Key Takeaway Targeted headlines attract readers. Themes marketing writing audience targeting Mood strategic focused Type practical inspirational When to use this quote - advertising copy - blog titles - email subject lines - social media posts Key Concepts communication theory psychology Questions to Reflect On - Who exactly are you trying to reach? - What benefit does naming the audience provide? A Different Perspective Over‑specifying can limit broader appeal. ★ ★ ★ ★ ★ No ratings yet [Beginning Headline](https://sms4smile.com/quotes/about/beginning-headline-4947430/) [Headline](https://sms4smile.com/quotes/about/headline/) [Headline Naming](https://sms4smile.com/quotes/about/headline-naming-4947429/) [Headlines](https://sms4smile.com/quotes/about/headlines/) [Journalism](https://sms4smile.com/quotes/about/journalism/) [Naming](https://sms4smile.com/quotes/about/naming/) [Naming People](https://sms4smile.com/quotes/about/naming-people-1707100/) [People](https://sms4smile.com/quotes/about/people/) [Underestimate](https://sms4smile.com/quotes/about/underestimate/) [Values](https://sms4smile.com/quotes/about/values/) [Want](https://sms4smile.com/quotes/about/want/) ## Related quotes > [Jason Sudeikis said an SNL go-to for naming people was: regular first name, noun last name. My noun was Beard.](https://sms4smile.com/quotes/brendan-hunt/jason-sudeikis-said-an-snl-go-to-for-naming-people-was-regular-first/) [Brendan Hunt](https://sms4smile.com/quotes/author/brendan-hunt/) > [For never has there been, in modern times, such a Homeric world, where so much value is pinned onto the utterance of name! Entire…](https://sms4smile.com/quotes/sara-suleri/for-never-has-there-been-in-modern-times-such-a-homeric-world-where/) [Sara Suleri](https://sms4smile.com/quotes/author/sara-suleri/) > [What good is all the painstaking work on copy if the headline isn't right? If the headline doesn't stop people, the copy might as…](https://sms4smile.com/quotes/john-caples/what-good-is-all-the-painstaking-work-on-copy-if-the-headline-isn-t/) [John Caples](https://sms4smile.com/quotes/author/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.](https://sms4smile.com/quotes/john-caples/if-you-use-a-poor-headline-it-does-not-matter-how-hard-you-labor-over/) [John Caples](https://sms4smile.com/quotes/author/john-caples/) > [In striving to produce an attractive headline, the copywriter should not emphasize the "quick, easy way" to such an extent that the headline becomes…](https://sms4smile.com/quotes/john-caples/in-striving-to-produce-an-attractive-headline-the-copywriter-should/) [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/) > [Avoid the "hard-to-grasp" headline - the headline that requires thought and is not clear at first glance.](https://sms4smile.com/quotes/john-caples/avoid-the-hard-to-grasp-headline-the-headline-that-requires-thought/) [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/) > [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/) > [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 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/) > [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 good headline can make an advertisement good even if the picture is poor.](https://sms4smile.com/quotes/john-caples/a-good-headline-can-make-an-advertisement-good-even-if-the-picture-is/) [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 Headline quotes > [I also like to use a sensational headline. Many people read blogs in aggregators, which generally show only the headline. So you have to…](https://sms4smile.com/quotes/fred-wilson/i-also-like-to-use-a-sensational-headline-many-people-read-blogs-in/) [Fred Wilson](https://sms4smile.com/quotes/author/fred-wilson/) > [ When this is over, the media will lose interest \[in the relationship\]. There’ll be nothing to say. It won’t fit into a headline anymore.… ](https://sms4smile.com/quotes/robert-pattinson/when-this-is-over-the-media-will-lose-interest-in-the-relationship/) [Robert Pattinson](https://sms4smile.com/quotes/author/robert-pattinson/) > [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/) > [“Digest-digests, digest-digest-digests. Politics? One column, two sentences, a headline!”](https://sms4smile.com/quotes/ray-bradbury/digest-digests-digest-digest-digests-politics-one-column-two/) [Ray Bradbury](https://sms4smile.com/quotes/author/ray-bradbury/) > [You are reading a bold and universal headline which says ,’I am here, I am here, I am here.](https://sms4smile.com/quotes/kurt-vonnegut/you-are-reading-a-bold-and-universal-headline-which-says-i-am-here-i/) [Kurt Vonnegut](https://sms4smile.com/quotes/author/kurt-vonnegut/) > [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/) > [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/) > [Headline writing is tough because often times you are given a predetermined number of spaces and words depending on the layout and the type…](https://sms4smile.com/quotes/jennifer-lee/headline-writing-is-tough-because-often-times-you-are-given-a/) [Jennifer Lee](https://sms4smile.com/quotes/author/jennifer-lee/) > [“Her name has been released to the press. Her photograph is released, too. I want to talk to the press about it. I don't…](https://sms4smile.com/quotes/michael-hastings/her-name-has-been-released-to-the-press-her-photograph-is-released/) [Michael Hastings](https://sms4smile.com/quotes/author/michael-hastings/) > [Headlines, in a way, are what mislead you because bad news is a headline, and gradual improvement is not.](https://sms4smile.com/quotes/bill-gates/headlines-in-a-way-are-what-mislead-you-because-bad-news-is-a/) [Bill Gates](https://sms4smile.com/quotes/author/bill-gates/) > [Why don't you put that in the headline: 'He Only Did Three With Doris!' Set a lot of people straight.](https://sms4smile.com/quotes/rock-hudson/why-don-t-you-put-that-in-the-headline-he-only-did-three-with-doris/) [Rock Hudson](https://sms4smile.com/quotes/author/rock-hudson/) > [I don't need a sensationalized headline to sell music or to bring attention to my music. It's the music and it's always been about…](https://sms4smile.com/quotes/big-boi/i-don-t-need-a-sensationalized-headline-to-sell-music-or-to-bring/) [Big Boi](https://sms4smile.com/quotes/author/big-boi/) > [Exposed! shines a harsh light on the myriad horrors of modern society and reports back from the fearful frontlines with wicked wit and paranoid…](https://sms4smile.com/quotes/jeremy-robert-johnson/exposed-shines-a-harsh-light-on-the-myriad-horrors-of-modern-society/) [Jeremy Robert Johnson](https://sms4smile.com/quotes/author/jeremy-robert-johnson/) > [A good quotation must be a complete entity. It must be like a headline - sharp, clear, whole.](https://sms4smile.com/quotes/ayn-rand/a-good-quotation-must-be-a-complete-entity-it-must-be-like-a-headline/) [Ayn Rand](https://sms4smile.com/quotes/author/ayn-rand/) [Browse all 95 Headline quotes ](https://sms4smile.com/quotes/about/headline/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "Don't underestimate the value of beginning a headline by naming the people you want to reach.", "creator": { "@type": "Person", "name": "John Caples" }, "isPartOf": { "@id": "https://sms4smile.com/quotes/#website" }, "url": "https://sms4smile.com/quotes/john-caples/don-t-underestimate-the-value-of-beginning-a-headline-by-naming-the/", "about": { "@type": "Thing", "name": "Headline" }, "@id": "https://sms4smile.com/quotes/john-caples/don-t-underestimate-the-value-of-beginning-a-headline-by-naming-the/#quotation", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/aee/john-caples-19948_headline_don-t-underestimate-the-value-of-beginni_3030348.jpg", "contentUrl": "https://sms4smile.com/quotes/i/aee/john-caples-19948_headline_don-t-underestimate-the-value-of-beginni_3030348.jpg", "url": "https://sms4smile.com/quotes/i/aee/john-caples-19948_headline_don-t-underestimate-the-value-of-beginni_3030348.jpg", "width": 1080, "height": 1080, "caption": "“Don't underestimate the value of beginning a headline by naming the people you want to reach.” — 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": "Don't underestimate the value of beginning...", "item": "https://sms4smile.com/quotes/john-caples/don-t-underestimate-the-value-of-beginning-a-headline-by-naming-the/" } ], "@id": "https://sms4smile.com/quotes/john-caples/don-t-underestimate-the-value-of-beginning-a-headline-by-naming-the/#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 } } ] } ```