--- title: "Meaning & Key Takeaway of: The most frequent reason for unsuccessful…" description: "\"The most frequent reason for unsuccessful advertising is advertisers who are so full of their own accomplishments (the world's best seed!) that they fo..." image: "https://sms4smile.com/quotes/i/267/john-caples-19948_accomplishment_the-most-frequent-reason-for-unsuccessfu_869520.jpg" --- # The most frequent reason for unsuccessful advertising is… ![“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 to tell us why we should buy (the world's best lawn!).” quote by John Caples](https://sms4smile.com/quotes/i/267/john-caples-19948_accomplishment_the-most-frequent-reason-for-unsuccessfu_869520.jpg) [Download](https://sms4smile.com/quotes/i/267/john-caples-19948_accomplishment_the-most-frequent-reason-for-unsuccessfu_869520.jpg) [Open image](https://sms4smile.com/quotes/i/267/john-caples-19948_accomplishment_the-most-frequent-reason-for-unsuccessfu_869520.jpg) > “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 to tell us why we should buy (the world's best lawn!).” [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. Ads fail when they boast achievements without explaining benefits, leaving audiences uninformed about why they should care. **In simple terms:** Talk about benefits, not just features. Key Takeaway Focus on the customer’s need. Themes marketing communication persuasion Mood pragmatic direct Type educational persuasive When to use this quote - product launch - sales copy - email campaigns - social media ads Key Concepts benefit‑focused messaging audience relevance clarity Questions to Reflect On - What benefit does your product truly offer? - How can you convey that benefit clearly? A Different Perspective Overemphasis on benefits can ignore emotional drivers. ★ ★ ★ ★ ★ No ratings yet [Accomplishment](https://sms4smile.com/quotes/about/accomplishment/) [Advertisers](https://sms4smile.com/quotes/about/advertisers/) [Advertisers Accomplishments](https://sms4smile.com/quotes/about/advertisers-accomplishments-937443/) [Advertising](https://sms4smile.com/quotes/about/advertising/) [Advertising Advertisers](https://sms4smile.com/quotes/about/advertising-advertisers-937436/) [Forget](https://sms4smile.com/quotes/about/forget/) [Lawns](https://sms4smile.com/quotes/about/lawns/) [Marketing](https://sms4smile.com/quotes/about/marketing/) [Reason](https://sms4smile.com/quotes/about/reason/) [Reason Unsuccessful](https://sms4smile.com/quotes/about/reason-unsuccessful-937445/) [Seeds](https://sms4smile.com/quotes/about/seeds/) [Should](https://sms4smile.com/quotes/about/should/) [Unsuccessful](https://sms4smile.com/quotes/about/unsuccessful/) [Unsuccessful Advertising](https://sms4smile.com/quotes/about/unsuccessful-advertising-937441/) [World](https://sms4smile.com/quotes/about/world/) ## Related quotes > [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/) > [Unsuccessful headlines were not written without a strong appeal, but it was the wrong appeal for that product and that audience.](https://sms4smile.com/quotes/john-caples/unsuccessful-headlines-were-not-written-without-a-strong-appeal-but/) [John Caples](https://sms4smile.com/quotes/author/john-caples/) > [Commercial television has lowered the general standard of TV in an endeavour to get millions and masses of people to watch the advertising. But…](https://sms4smile.com/quotes/alfred-robens-baron-robens-of-woldingham/commercial-television-has-lowered-the-general-standard-of-tv-in-an/) [Alfred Robens, Baron Robens of Woldingham](https://sms4smile.com/quotes/author/alfred-robens-baron-robens-of-woldingham/) > [Experience has taught me that advertisers get the best results when they pay their agency a flat fee. It is unrealistic to expect your…](https://sms4smile.com/quotes/david-ogilvy/experience-has-taught-me-that-advertisers-get-the-best-results-when/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [So the first things that you see when you look up something on Google could be dependent on the amount of advertising or something…](https://sms4smile.com/quotes/noam-chomsky/so-the-first-things-that-you-see-when-you-look-up-something-on-google/) [Noam Chomsky](https://sms4smile.com/quotes/author/noam-chomsky/) > [“Robbed of a rapt audience, advertisers know that influencing how you spend what to do while depends on having some control over how you…](https://sms4smile.com/quotes/greg-carlson/robbed-of-a-rapt-audience-advertisers-know-that-influencing-how-you/) [Greg Carlson](https://sms4smile.com/quotes/author/greg-carlson/) > [Denunciations of the manipulativeness of advertisers can unfortunately all too easily be turned on their heads into denunciations of the gullibility of consumers. Both…](https://sms4smile.com/quotes/j-m-coetzee-2/denunciations-of-the-manipulativeness-of-advertisers-can/) [J. M. Coetzee](https://sms4smile.com/quotes/author/j-m-coetzee-2/) > [The next time you see John Stossel or Glenn Beck or Rush Limbaugh or Sean Hannity, these flat-Earthers, these corporate toadies, lying to you,…](https://sms4smile.com/quotes/robert-f-kennedy-jr/the-next-time-you-see-john-stossel-or-glenn-beck-or-rush-limbaugh-or/) [Robert F. Kennedy, Jr](https://sms4smile.com/quotes/author/robert-f-kennedy-jr/) > [People are looking for original content in many different places, as are advertisers. This takes us into a whole new ballgame.](https://sms4smile.com/quotes/jeff-zucker/people-are-looking-for-original-content-in-many-different-places-as/) [Jeff Zucker](https://sms4smile.com/quotes/author/jeff-zucker/) > [As you start to see more respected advertisers coming in and looking at esports, you're going to find that there's a lot of interest.](https://sms4smile.com/quotes/michael-morhaime/as-you-start-to-see-more-respected-advertisers-coming-in-and-looking/) [Michael Morhaime](https://sms4smile.com/quotes/author/michael-morhaime/) > [There are all kinds of people who continue to be largely ignored by advertisers, whose lives largely go unseen. They deserve their moment.](https://sms4smile.com/quotes/roxane-gay/there-are-all-kinds-of-people-who-continue-to-be-largely-ignored-by/) [Roxane Gay](https://sms4smile.com/quotes/author/roxane-gay/) > [In the old days, advertisers ventured on their own opinions. The few guess right, the many wrong. Those were the time of advertising disaster](https://sms4smile.com/quotes/claude-c-hopkins/in-the-old-days-advertisers-ventured-on-their-own-opinions-the-few/) [Claude C. Hopkins](https://sms4smile.com/quotes/author/claude-c-hopkins/) > [Advertisers now have a highly targeted opportunity for aligning their brands alongside the entertainment experience people are enjoying on YouTube.](https://sms4smile.com/quotes/chad-hurley/advertisers-now-have-a-highly-targeted-opportunity-for-aligning-their/) [Chad Hurley](https://sms4smile.com/quotes/author/chad-hurley/) > [The consumption of alcohol is increasing among youth. Targeting young audiences, advertisers portray beer and wine as joyful, socially desirable, and harmless. Producers are…](https://sms4smile.com/quotes/dallin-h-oaks/the-consumption-of-alcohol-is-increasing-among-youth-targeting-young/) [Dallin H. Oaks](https://sms4smile.com/quotes/author/dallin-h-oaks/) > [Whether you are buying a car or casting a ballot, choosing a job or planning a family, follow your moral compass. Don't let others…](https://sms4smile.com/quotes/denis-hayes/whether-you-are-buying-a-car-or-casting-a-ballot-choosing-a-job-or/) [Denis Hayes](https://sms4smile.com/quotes/author/denis-hayes/) ## 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/) > [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/) > [To impress your offer on the mind of the reader or listener, it is necessary to put it into brief, simple language...No farfetched or…](https://sms4smile.com/quotes/john-caples/to-impress-your-offer-on-the-mind-of-the-reader-or-listener-it-is/) [John Caples](https://sms4smile.com/quotes/author/john-caples/) [Explore all 31 John Caples quotes ](https://sms4smile.com/quotes/author/john-caples/) ## More Accomplishment quotes > [Writing is something I took up rather than anything I had an inclination toward. I like acting -delivering someone else's message - but writing…](https://sms4smile.com/quotes/steve-martin/writing-is-something-i-took-up-rather-than-anything-i-had-an/) [Steve Martin](https://sms4smile.com/quotes/author/steve-martin/) > [“In American terms, the accomplishment of Genghis Khan might be understood if the United States, instead of being created by a group of educated…](https://sms4smile.com/quotes/jack-weatherford/in-american-terms-the-accomplishment-of-genghis-khan-might-be/) [Jack Weatherford](https://sms4smile.com/quotes/author/jack-weatherford/) > [Can you imagine any better example of divine creative accomplishment that the consummate flying machine that is a bird? The skeleton, very flexible and…](https://sms4smile.com/quotes/guy-murchie/can-you-imagine-any-better-example-of-divine-creative-accomplishment/) [Guy Murchie](https://sms4smile.com/quotes/author/guy-murchie/) > [To accomplish much you must first lose everything.](https://sms4smile.com/quotes/che-guevara/to-accomplish-much-you-must-first-lose-everything/) [Che Guevara](https://sms4smile.com/quotes/author/che-guevara/) > [One of the most important rules for success is this: Every great success is the result of hundreds and thousands of small efforts and…](https://sms4smile.com/quotes/brian-tracy/one-of-the-most-important-rules-for-success-is-this-every-great/) [Brian Tracy](https://sms4smile.com/quotes/author/brian-tracy/) > [For many of us, work is the one place where we feel appreciated. The things that we long to experience at home - pride…](https://sms4smile.com/quotes/arlie-russell-hochschild/for-many-of-us-work-is-the-one-place-where-we-feel-appreciated-the/) [Arlie Russell Hochschild](https://sms4smile.com/quotes/author/arlie-russell-hochschild/) > [Humility is an elusive virtue. The more we pursue it - and the more we seem to acquire it - the more we take…](https://sms4smile.com/quotes/mike-aquilina/humility-is-an-elusive-virtue-the-more-we-pursue-it-and-the-more-we/) [Mike Aquilina](https://sms4smile.com/quotes/author/mike-aquilina/) > [I'm not always right, but I learn from my mistakes and make it a productive experience](https://sms4smile.com/quotes/carson-kolhoff/i-m-not-always-right-but-i-learn-from-my-mistakes-and-make-it-a/) [Carson Kolhoff](https://sms4smile.com/quotes/author/carson-kolhoff/) > [Suffering in life can uncover untold depths of character and unknown strength for service. People who go through life unscathed by sorrow and untouched…](https://sms4smile.com/quotes/billy-graham/suffering-in-life-can-uncover-untold-depths-of-character-and-unknown/) [Billy Graham](https://sms4smile.com/quotes/author/billy-graham/) > [There is no limit to the amount of good you can do if you don't care who gets the credit.](https://sms4smile.com/quotes/ronald-reagan/there-is-no-limit-to-the-amount-of-good-you-can-do-if-you-don-t-care/) [Ronald Reagan](https://sms4smile.com/quotes/author/ronald-reagan/) > [Research is the live heart of the scientific life ... Greatness of position, respect for past accomplishments, the Nobel Prize itself -- none of…](https://sms4smile.com/quotes/vivian-gornick/research-is-the-live-heart-of-the-scientific-life-greatness-of/) [Vivian Gornick](https://sms4smile.com/quotes/author/vivian-gornick/) > [“One man accomplishment Is another mans failure.”](https://sms4smile.com/quotes/anthony-sargent/one-man-accomplishment-is-another-mans-failure/) [Anthony Sargent](https://sms4smile.com/quotes/author/anthony-sargent/) > [I expected college to feel like a major accomplishment. I walked across the stage, eight months pregnant with my almost seven-year-old daughter watching in…](https://sms4smile.com/quotes/stephanie-land/i-expected-college-to-feel-like-a-major-accomplishment-i-walked/) [Stephanie Land](https://sms4smile.com/quotes/author/stephanie-land/) > [Our purpose on this earth is not one single event, an accomplishment we can check off a list. There is no test. No passing…](https://sms4smile.com/quotes/cynthia-hand/our-purpose-on-this-earth-is-not-one-single-event-an-accomplishment/) [Cynthia Hand](https://sms4smile.com/quotes/author/cynthia-hand/) > [An untrained or uneducated Marine ... deployed to the combat zone is a bigger threat to mission accomplishment ... than the enemy.](https://sms4smile.com/quotes/james-mattis/an-untrained-or-uneducated-marine-deployed-to-the-combat-zone-is-a/) [James Mattis](https://sms4smile.com/quotes/author/james-mattis/) [Browse all 1,598 Accomplishment quotes ](https://sms4smile.com/quotes/about/accomplishment/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "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 to tell us why we should buy (the world's best lawn!).", "creator": { "@type": "Person", "name": "John Caples" }, "isPartOf": { "@id": "https://sms4smile.com/quotes/#website" }, "url": "https://sms4smile.com/quotes/john-caples/the-most-frequent-reason-for-unsuccessful-advertising-is-advertisers/", "about": { "@type": "Thing", "name": "Accomplishment" }, "@id": "https://sms4smile.com/quotes/john-caples/the-most-frequent-reason-for-unsuccessful-advertising-is-advertisers/#quotation", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/267/john-caples-19948_accomplishment_the-most-frequent-reason-for-unsuccessfu_869520.jpg", "contentUrl": "https://sms4smile.com/quotes/i/267/john-caples-19948_accomplishment_the-most-frequent-reason-for-unsuccessfu_869520.jpg", "url": "https://sms4smile.com/quotes/i/267/john-caples-19948_accomplishment_the-most-frequent-reason-for-unsuccessfu_869520.jpg", "width": 1080, "height": 1080, "caption": "“The most frequent reason for unsuccessful advertising is advertisers who are so full of their own…” — 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": "The most frequent reason for unsuccessful...", "item": "https://sms4smile.com/quotes/john-caples/the-most-frequent-reason-for-unsuccessful-advertising-is-advertisers/" } ], "@id": "https://sms4smile.com/quotes/john-caples/the-most-frequent-reason-for-unsuccessful-advertising-is-advertisers/#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 } } ] } ```