“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!”
Quote by John Caples
Author
John Caples
John Caples was an American author renowned for his advertising copywriting. His career began in the 1920s, and he achieved great success in the advertising industry. Caples' works are known for their concise and persuasive language, which had a profound impact on the advertising world. more
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“If the headline is a good one, it is a relatively simple matter to write the copy.”
“Readers know what the copy is going to say.”
Source: Tested Advertising Methods: How to Profit by Removing Guesswork
Source: Tested Advertising Methods: How to Profit by Removing Guesswork