--- title: "Meaning & Key Takeaway of: What good is all the painstaking work on…" description: "\"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 well be written in Gr..." image: "https://sms4smile.com/quotes/i/402/john-caples-19948_copies_what-good-is-all-the-painstaking-work-on_2650297.jpg" --- # What good is all the painstaking work on copy if the… ![“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 well be written in Greek.” quote by John Caples](https://sms4smile.com/quotes/i/402/john-caples-19948_copies_what-good-is-all-the-painstaking-work-on_2650297.jpg) [Download](https://sms4smile.com/quotes/i/402/john-caples-19948_copies_what-good-is-all-the-painstaking-work-on_2650297.jpg) [Open image](https://sms4smile.com/quotes/i/402/john-caples-19948_copies_what-good-is-all-the-painstaking-work-on_2650297.jpg) > “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 well be written in Greek.” [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. A headline must capture attention; otherwise the copy is useless. **In simple terms:** Headline is the gateway to copy. Key Takeaway Craft compelling headlines. Themes marketing copywriting attention Mood analytical practical Type professional educational When to use this quote - advertising campaigns - content creation Key Concepts headline importance reader psychology communication Questions to Reflect On - What makes a headline irresistible? - How can you test headline effectiveness? A Different Perspective A great headline alone may not guarantee conversion. ★ ★ ★ ★ ★ No ratings yet [Copies](https://sms4smile.com/quotes/about/copies/) [Copy Headline](https://sms4smile.com/quotes/about/copy-headline-2343668/) [Greek](https://sms4smile.com/quotes/about/greek/) [Headline](https://sms4smile.com/quotes/about/headline/) [Headline Doesn](https://sms4smile.com/quotes/about/headline-doesn-2343669/) [Headline Isn](https://sms4smile.com/quotes/about/headline-isn-2343670/) [Headlines](https://sms4smile.com/quotes/about/headlines/) [Ifs](https://sms4smile.com/quotes/about/ifs/) [Journalism](https://sms4smile.com/quotes/about/journalism/) [Might](https://sms4smile.com/quotes/about/might/) [People](https://sms4smile.com/quotes/about/people/) [People Copy](https://sms4smile.com/quotes/about/people-copy-2343671/) [Wells](https://sms4smile.com/quotes/about/wells/) [Written](https://sms4smile.com/quotes/about/written/) ## 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/) > [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/) > [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 Copies quotes > [every being is unique.god neva creates carbon copies,he alys creates originals.he is truly a creator.he neva repeats.but man goes on living in imitation.we are…](https://sms4smile.com/quotes/anonymous/every-being-is-unique-god-neva-creates-carbon-copies-he-alys-creates/) [Anonymous](https://sms4smile.com/quotes/author/anonymous/) > [My songs are like cheap Neil Young copies.](https://sms4smile.com/quotes/randy-bachman/my-songs-are-like-cheap-neil-young-copies/) [Randy Bachman](https://sms4smile.com/quotes/author/randy-bachman/) > [In that part of the book of my memory before the which is little that can be read, there is a rubric, saying, Incipit…](https://sms4smile.com/quotes/dante-alighieri/in-that-part-of-the-book-of-my-memory-before-the-which-is-little-that/) [Dante Alighieri](https://sms4smile.com/quotes/author/dante-alighieri/) > [I remember being a kid and seeing the 'National Inquirer' at the grocery store checkout line. When somebody actually picked up a copy, it…](https://sms4smile.com/quotes/rashida-jones/i-remember-being-a-kid-and-seeing-the-national-inquirer-at-the/) [Rashida Jones](https://sms4smile.com/quotes/author/rashida-jones/) > [The idea is not to copy nature, but to give a feeling of nature.](https://sms4smile.com/quotes/piet-oudolf/the-idea-is-not-to-copy-nature-but-to-give-a-feeling-of-nature/) [Piet Oudolf](https://sms4smile.com/quotes/author/piet-oudolf/) > [“When copies are free, you need to sell things that cannot be copied. Well, what can’t be copied? Trust, for instance.”](https://sms4smile.com/quotes/kevin-kelly/when-copies-are-free-you-need-to-sell-things-that-cannot-be-copied/) [Kevin Kelly](https://sms4smile.com/quotes/author/kevin-kelly/) > [Mr Witwould: "Pray, madam, do you pin up your hair with all your letters? I find I must keep copies." Mrs Millamant: "Only with…](https://sms4smile.com/quotes/william-congreve/mr-witwould-pray-madam-do-you-pin-up-your-hair-with-all-your-letters/) [William Congreve](https://sms4smile.com/quotes/author/william-congreve/) > [There have to be at least two copies of a photograph, otherwise it’s not a photograph.](https://sms4smile.com/quotes/thomas-ruff/there-have-to-be-at-least-two-copies-of-a-photograph-otherwise-it-s/) [Thomas Ruff](https://sms4smile.com/quotes/author/thomas-ruff/) > [In market research I did at Microsoft Corp. in the early 1990s, I estimated that the 'Wall Street Journal' took in about 75 cents…](https://sms4smile.com/quotes/nathan-myhrvold/in-market-research-i-did-at-microsoft-corp-in-the-early-1990s-i/) [Nathan Myhrvold](https://sms4smile.com/quotes/author/nathan-myhrvold/) > [Guys like Todd Bridges never overcame being a child star. You can't have any big failures. I've always felt regular. I played organized ball…](https://sms4smile.com/quotes/bow-wow/guys-like-todd-bridges-never-overcame-being-a-child-star-you-can-t/) [Bow Wow](https://sms4smile.com/quotes/author/bow-wow/) > [It was only after I had been out of the art school that I actually copied a small Seurat, and I copied it in…](https://sms4smile.com/quotes/bridget-riley/it-was-only-after-i-had-been-out-of-the-art-school-that-i-actually/) [Bridget Riley](https://sms4smile.com/quotes/author/bridget-riley/) > [We call ourselves creators and we just copy.](https://sms4smile.com/quotes/lauryn-hill/we-call-ourselves-creators-and-we-just-copy/) [Lauryn Hill](https://sms4smile.com/quotes/author/lauryn-hill/) > [People have one of two extreme reactions to my book. They either throw it across the room, or they rush out and buy 10…](https://sms4smile.com/quotes/louise-hay/people-have-one-of-two-extreme-reactions-to-my-book-they-either-throw/) [Louise Hay](https://sms4smile.com/quotes/author/louise-hay/) > [A presentation copy...is a copy of a book whoch does not sell, sent you by the author, with his foolish autograph at the beginning…](https://sms4smile.com/quotes/charles-lamb/a-presentation-copy-is-a-copy-of-a-book-whoch-does-not-sell-sent-you/) [Charles Lamb](https://sms4smile.com/quotes/author/charles-lamb/) > [We are all born originals, why is it so many of us die copies?](https://sms4smile.com/quotes/edward-young/we-are-all-born-originals-why-is-it-so-many-of-us-die-copies/) [Edward Young](https://sms4smile.com/quotes/author/edward-young/) [Browse all 971 Copies quotes ](https://sms4smile.com/quotes/about/copies/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "What good is all the painstaking work on copy if the headline isn't right? 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