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Quote by John Caples

“Readers know what the copy is going to say.”

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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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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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.”

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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.”

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Author:John Caples