John Caples Quotes

Don't underestimate the value of beginning a headline by naming the people you want to reach.

Unsuccessful headlines were not written without a strong appeal, but it was the wrong appeal for that product and that audience.

The headlines are critically important. The majority of the public reads little else when deciding whether or not they are interested.

The purpose of the headlines must be to convey a message to people who read headlines, then decide whether or not they will look at the copy.

Readers know what the copy is going to say.

Avoid the "hard-to-grasp" headline - the headline that requires thought and is not clear at first glance.

Remember that the headline and the appeals are ONE AND THE SAME. In successful ads, the appeal is almost always expressed in the headline.

Now I spend hours on headlines - days if necessary. And when I get a good headline, I know that my task is nearly finished.

If you use a poor headline, it does not matter how hard you labor over your copy because your copy will not be read.

For every curiosity headline that succeed in getting results, a dozen will fail.

Make an offer they can't refuse.

A long headline that really says something is more effective than a brief heading that says nothing.

The success of an entire advertising campaign may stand or fall on what is said in the headlines of the individual advertisements.

A good headline can make an advertisement good even if the picture is poor.

The business of judging a headline AFTER you read the copy is wrong. It takes for granted that everybody reads the copy.

If the headline is a good one, it is a relatively simple matter to write the copy.

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 what you mean.

If you are going to emphasize certain words in the headline, be sure that they are the words that say something.

An advertisement will be a good one - that is if the headline is really a "stopper."