John Caples Quotes

10 Sourced Quotes

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.

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

John Caples
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
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.

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 - and get from you.

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.

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

John Caples
Get the big point of your advertisement into your headline. Use your headline as a hook to reach out and catch the special group of people you are trying to interest.

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

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

John Caples