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Quote by John Caples

“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.”

Quote by John Caples

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

Work

Tested Advertising Methods: How to Profit by Removing Guesswork

This book delves into the principles and practices of effective advertising, offering readers a systematic approach to creating and executing advertising campaigns. It focuses on removing guesswork from the advertising process by providing actionable insights and proven strategies for achieving advertising success. more

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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“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.”

Looks Self Today Interest Quality News Curiosity Consumers Self Interest Publication Headlines

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

Ifs Poor Headlines Advertisements

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

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.”

Want Self Interest Reader Offers Benefits Appeals Self Interest Headlines

Author:John Caples

“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.”

Knows Lasts Hours Half Struggle Minutes Ten Leaving Spending Copies Headlines Fixing Rearranging

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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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Author: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.”

Trying Mean Use Remember Attention Figures Reader Valuable Instant Valuable Time

Author: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.”

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

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

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

Ifs Headlines Advertisements

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

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

“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.”

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Author:John Caples