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Quote by 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.”

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

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“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

“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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“For every curiosity headline that succeed in getting results, a dozen will fail.”

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“The advertiser's logotype at the bottom of the ad can be considered as part of the headline. After reading the headline, the reader instinctively looks down at the logotype to see the company name.”

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Author:John Caples

“A long headline that really says something is more effective than a brief heading that says nothing.”

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Author:John Caples

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

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Author: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.”

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

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

“The headlines are critically important. The majority of the public reads little else when deciding whether or not they are interested.”

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Author:John Caples