--- title: "Meaning & Key Takeaway of: In striving to produce an attractive…" description: "\"In striving to produce an attractive headline, the copywriter should not emphasize the \"quick, easy way\" to such an extent that the headline becomes un..." image: "https://sms4smile.com/quotes/i/950/john-caples-19948_attractive_in-striving-to-produce-an-attractive-hea_2464656.jpg" --- # In striving to produce an attractive headline, the… ![“In striving to produce an attractive headline, the copywriter should not emphasize the "quick, easy way" to such an extent that the headline becomes unbelievable.” quote by John Caples](https://sms4smile.com/quotes/i/950/john-caples-19948_attractive_in-striving-to-produce-an-attractive-hea_2464656.jpg) [Download](https://sms4smile.com/quotes/i/950/john-caples-19948_attractive_in-striving-to-produce-an-attractive-hea_2464656.jpg) [Open image](https://sms4smile.com/quotes/i/950/john-caples-19948_attractive_in-striving-to-produce-an-attractive-hea_2464656.jpg) > “In striving to produce an attractive headline, the copywriter should not emphasize the "quick, easy way" to such an extent that the headline becomes unbelievable.” [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. Headlines should avoid exaggerated promises that break credibility. **In simple terms:** Don’t overpromise in headlines. Key Takeaway Keep headlines realistic. Themes advertising credibility communication Mood cautious pragmatic Type instructional professional When to use this quote - ad creation - email marketing - landing pages - social media posts Key Concepts copywriting persuasion trust Questions to Reflect On - What claim feels too good to be true? - How can you convey benefit without exaggeration? A Different Perspective Bold claims may attract clicks but hurt brand trust. ★ ★ ★ ★ ★ No ratings yet [Attractive](https://sms4smile.com/quotes/about/attractive/) [Attractive Headline](https://sms4smile.com/quotes/about/attractive-headline-695169/) [Copywriter Emphasize](https://sms4smile.com/quotes/about/copywriter-emphasize-695168/) [Easy](https://sms4smile.com/quotes/about/easy/) [Easy way](https://sms4smile.com/quotes/about/easy-way/) [Headline](https://sms4smile.com/quotes/about/headline/) [Headline Copywriter](https://sms4smile.com/quotes/about/headline-copywriter-695167/) [Headline Unbelievable](https://sms4smile.com/quotes/about/headline-unbelievable-695170/) [Headlines](https://sms4smile.com/quotes/about/headlines/) [Journalism](https://sms4smile.com/quotes/about/journalism/) [Produce](https://sms4smile.com/quotes/about/produce/) [Should](https://sms4smile.com/quotes/about/should/) [Strive](https://sms4smile.com/quotes/about/strive/) [Unbelievable](https://sms4smile.com/quotes/about/unbelievable/) [Way](https://sms4smile.com/quotes/about/way/) ## Related quotes > [Don't underestimate the value of beginning a headline by naming the people you want to reach.](https://sms4smile.com/quotes/john-caples/don-t-underestimate-the-value-of-beginning-a-headline-by-naming-the/) [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/) > [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/) > [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/) > [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 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/) > [ 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/) > [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/) ## 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 Attractive quotes > [Every woman thinks herself attractive; even the plainest is satisfied with the charms she deems that she possesses.](https://sms4smile.com/quotes/ovid/every-woman-thinks-herself-attractive-even-the-plainest-is-satisfied/) [Ovid](https://sms4smile.com/quotes/author/ovid/) > [A beautiful woman must expect to be more accountable for her steps, than one less attractive.](https://sms4smile.com/quotes/samuel-richardson/a-beautiful-woman-must-expect-to-be-more-accountable-for-her-steps/) [Samuel Richardson](https://sms4smile.com/quotes/author/samuel-richardson/) > [We are Bay Aryans from Berkeley: prepare to be reengineered in an attractive range of color schemes for your safety and comfort!](https://sms4smile.com/quotes/charles-stross/we-are-bay-aryans-from-berkeley-prepare-to-be-reengineered-in-an/) [Charles Stross](https://sms4smile.com/quotes/author/charles-stross/) > [I was unusual looking - I didn't have the look of that time. If you look at 'Lucas' - and, basically, my first five…](https://sms4smile.com/quotes/winona-ryder/i-was-unusual-looking-i-didn-t-have-the-look-of-that-time-if-you-look/) [Winona Ryder](https://sms4smile.com/quotes/author/winona-ryder/) > [Violence is what people do when they run out of good ideas. It's attractive because it's simple, it's direct, it's almost always available as…](https://sms4smile.com/quotes/james-s-a-corey/violence-is-what-people-do-when-they-run-out-of-good-ideas-it-s/) [James S.A. Corey](https://sms4smile.com/quotes/author/james-s-a-corey/) > [I hated grunge. No one’s more feminist than me, but you don’t have to look as if you don’t give a - you know.…](https://sms4smile.com/quotes/catherine-zeta-jones/i-hated-grunge-no-one-s-more-feminist-than-me-but-you-don-t-have-to/) [Catherine Zeta-Jones](https://sms4smile.com/quotes/author/catherine-zeta-jones/) > [Web users ultimately want to get at data quickly and easily. They don't care as much about attractive sites and pretty design.](https://sms4smile.com/quotes/tim-berners-lee/web-users-ultimately-want-to-get-at-data-quickly-and-easily-they-don/) [Tim Berners-Lee](https://sms4smile.com/quotes/author/tim-berners-lee/) > [Just be confident. Confidence is the most attractive part of a person. Because if they're not confident enough to show you who they are,…](https://sms4smile.com/quotes/curtis-jackson/just-be-confident-confidence-is-the-most-attractive-part-of-a-person/) [Curtis Jackson](https://sms4smile.com/quotes/author/curtis-jackson/) > [It is very pleasant to scratch an itching ring-worm, but the sensation one gets afterwards is very painful and intolerable. In the same way…](https://sms4smile.com/quotes/ramakrishna/it-is-very-pleasant-to-scratch-an-itching-ring-worm-but-the-sensation/) [Ramakrishna](https://sms4smile.com/quotes/author/ramakrishna/) > [I think it's sort of the hypothetical point where communism and fascism meet. They love tragedy, and they love surface beauty. You just watch…](https://sms4smile.com/quotes/emma-forrest/i-think-it-s-sort-of-the-hypothetical-point-where-communism-and/) [Emma Forrest](https://sms4smile.com/quotes/author/emma-forrest/) > [My dad had a personal style which was very attractive. It was quite reserved and quite elegant, and it was infectious.](https://sms4smile.com/quotes/bill-nighy/my-dad-had-a-personal-style-which-was-very-attractive-it-was-quite/) [Bill Nighy](https://sms4smile.com/quotes/author/bill-nighy/) > [When you consider the sheer magnitude of investable equities to choose from in the world's emerging markets, you realize that finding one that looks…](https://sms4smile.com/quotes/mark-mobius/when-you-consider-the-sheer-magnitude-of-investable-equities-to/) [Mark Mobius](https://sms4smile.com/quotes/author/mark-mobius/) > [“Are pervs only pervs if you don't find them attractive?”](https://sms4smile.com/quotes/rick-yancy/are-pervs-only-pervs-if-you-don-t-find-them-attractive/) [Rick Yancy](https://sms4smile.com/quotes/author/rick-yancy/) > [I've tried to stay true, in my own fashion, to the ideas of The Sex Pistols, even while I was working with bands like…](https://sms4smile.com/quotes/julien-temple/i-ve-tried-to-stay-true-in-my-own-fashion-to-the-ideas-of-the-sex/) [Julien Temple](https://sms4smile.com/quotes/author/julien-temple/) > [I remember the early 1980s, when I first got one of these fabulous film critic jobs. The downside was sitting through 'Splatteria III: The…](https://sms4smile.com/quotes/stephen-hunter/i-remember-the-early-1980s-when-i-first-got-one-of-these-fabulous/) [Stephen Hunter](https://sms4smile.com/quotes/author/stephen-hunter/) [Browse all 1,796 Attractive quotes ](https://sms4smile.com/quotes/about/attractive/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "In striving to produce an attractive headline, the copywriter should not emphasize the \"quick, easy way\" to such an extent that the headline becomes unbelievable.", "creator": { "@type": "Person", "name": "John Caples" }, "isPartOf": { "@id": "https://sms4smile.com/quotes/#website" }, "url": "https://sms4smile.com/quotes/john-caples/in-striving-to-produce-an-attractive-headline-the-copywriter-should/", "about": { "@type": "Thing", "name": "Attractive" }, "@id": "https://sms4smile.com/quotes/john-caples/in-striving-to-produce-an-attractive-headline-the-copywriter-should/#quotation", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/950/john-caples-19948_attractive_in-striving-to-produce-an-attractive-hea_2464656.jpg", "contentUrl": "https://sms4smile.com/quotes/i/950/john-caples-19948_attractive_in-striving-to-produce-an-attractive-hea_2464656.jpg", "url": "https://sms4smile.com/quotes/i/950/john-caples-19948_attractive_in-striving-to-produce-an-attractive-hea_2464656.jpg", "width": 1080, "height": 1080, "caption": "“In striving to produce an attractive headline, the copywriter should not emphasize the \"quick, easy way\" to…” — 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": "In striving to produce an attractive...", "item": "https://sms4smile.com/quotes/john-caples/in-striving-to-produce-an-attractive-headline-the-copywriter-should/" } ], "@id": "https://sms4smile.com/quotes/john-caples/in-striving-to-produce-an-attractive-headline-the-copywriter-should/#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 } } ] } ```