--- title: "Meaning & Key Takeaway of: The business of judging a headline AFTER…" description: "\"The business of judging a headline AFTER you read the copy is wrong. It takes for granted that everybody reads the copy.\" — John Caples" image: "https://sms4smile.com/quotes/i/922/john-caples-19948_business_the-business-of-judging-a-headline-after_680669.jpg" --- # The business of judging a headline AFTER you read the copy… ![“The business of judging a headline AFTER you read the copy is wrong. It takes for granted that everybody reads the copy.” quote by John Caples](https://sms4smile.com/quotes/i/922/john-caples-19948_business_the-business-of-judging-a-headline-after_680669.jpg) [Download](https://sms4smile.com/quotes/i/922/john-caples-19948_business_the-business-of-judging-a-headline-after_680669.jpg) [Open image](https://sms4smile.com/quotes/i/922/john-caples-19948_business_the-business-of-judging-a-headline-after_680669.jpg) > “The business of judging a headline AFTER you read the copy is wrong. It takes for granted that everybody reads the copy.” [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. Judging a headline before reading its body assumes everyone reads the copy, which is often false. **In simple terms:** Headlines shouldn't be judged without context. Key Takeaway Read the full copy before evaluating headlines. Themes advertising communication assumptions Mood critical analytical Type advice instructional When to use this quote - marketing meetings - ad creation - content strategy - media planning Key Concepts copywriting headline testing reader behavior Questions to Reflect On - How might your headline change if you considered the copy? - Do you assume readers will read everything? A Different Perspective Not all audiences read the copy; some skim or ignore it. ★ ★ ★ ★ ★ No ratings yet [Business](https://sms4smile.com/quotes/about/business/) [Journalism](https://sms4smile.com/quotes/about/journalism/) ## Related quotes > [I believe that every paper in the country should have one headline that when you read it, you laugh so hard you can't stand…](https://sms4smile.com/quotes/lewis-black/i-believe-that-every-paper-in-the-country-should-have-one-headline/) [Lewis Black](https://sms4smile.com/quotes/author/lewis-black/) > [On the average, five times as many people read the headline as read the body copy. 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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/) > [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/) > [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/) > [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/) ## 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/) > [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. 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