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Quote by John Caples

“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.”

Quote by John Caples

Author

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

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

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“In striving to produce an attractive headline, the copywriter should not emphasize the "quick, easy way" to such an extent that the headline becomes unbelievable.”

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Book:Tested Advertising Methods: How to Profit by Removing Guesswork

Source: Tested Advertising Methods: How to Profit by Removing Guesswork

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

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“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.”

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

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Source: Tested Advertising Methods: How to Profit by Removing Guesswork

“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.”

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“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.”

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“You can write a 1st paragraph that continues the same thought you expressed in your headline. If you stop a reader with a headline about house paint, you can be sure of at least one thing about that reader: He wants more info about house paint. You will not lose him as long as you continue to give him what he wants.”

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“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.”

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Author:John Caples