Quotes by John Caples

John Caples

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

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

Headings

Headlines

Long

An advertisement will be a good one – that is if the headline is really a “stopper.”

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

Firsts

Glances

Headlines

Do not try to make your headline so short that it fails to express your idea properly. It’s more important to say what you want to say – even if it takes 20 words to do than make it short and fail to express your idea.

Ideas

Important

Trying

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

People

Underestimate

Want

Even today you can look through almost any consumer or professional publication and find headlines that possess not a single one of the necessary qualities, such as self-interest, news, or curiosity.

Curiosity

Quality

Self

Every copywriter knows what it is to struggle with a copy for hours, for days – fixing it, polishing it, rearranging it. We have all been quilty of leaving the headline until the last and the spending half and hour on it – or perhaps only ten minutes.

Half

Leaving

Struggle

Every single element in an advertisement – headline, subhead, photo, and copy – must be put there not because it looks good, not because it sounds good, but because testing has shown that it works best!

Elements

Looks

Sound

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

Curiosity

Dozen

Succeed

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Accomplishment

The Future Blueprint

Tool

The Home Therapist: Anti Anxiety

Tool

The Autobiography

Tool

The Behaviour Diary

Tool

The Dating Diary

Tool

The Relationship Therapist

Tool

Quotes by John Caples

John Caples

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

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

An advertisement will be a good one – that is if the headline is really a “stopper.”

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

Do not try to make your headline so short that it fails to express your idea properly. It’s more important to say what you want to say – even if it takes 20 words to do than make it short and fail to express your idea.

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

Even today you can look through almost any consumer or professional publication and find headlines that possess not a single one of the necessary qualities, such as self-interest, news, or curiosity.

Every copywriter knows what it is to struggle with a copy for hours, for days – fixing it, polishing it, rearranging it. We have all been quilty of leaving the headline until the last and the spending half and hour on it – or perhaps only ten minutes.

Every single element in an advertisement – headline, subhead, photo, and copy – must be put there not because it looks good, not because it sounds good, but because testing has shown that it works best!

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

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Topics by John Caples

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The Future Blueprint

The Home Therapist: Anti Anxiety

The Autobiography

The Behaviour Diary

The Dating Diary

The Relationship Therapist

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