Headlines 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

John Caples

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

John Caples

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

Certain

Headlines

Ifs

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 finished.

Headlines

Hours

Tasks

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.

Headlines

Remember

Successful

John Caples

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

Granted

Headlines

Judging

John Caples

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

Headlines

Strong

Unsuccessful

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Kim Kardashian

Michael Hyatt

David Ogilvy

Vakill

Robin Skelton

Accomplishment

Advertisements

Advertising

Benefits

Campaigns

Certain

Copies

Curiosity

Doe

Dozen

Easy

Elements

Eye

Fall

Firsts

Giving

Glances

Granted

Greek

Half

Headings

Headlines

Heart

Hours

Ideas

Ifs

Important

Judging

Knows

Leaving

Littles

Long

Looks

Majority

Matter

May

Mean

Might

Names

Offers

Over You

People

Poor

Purpose

Quality

Reader

Reading

Refuse

Remember

Self

Simple

Sound

Special

Strive

Strong

Struggle

Succeed

Successful

Tasks

Trying

Underestimate

Unsuccessful

Use

Want

Way

World

Writing

Headlines Quotes by 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.

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

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

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

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

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

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