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Quote by John Caples

“Unsuccessful headlines were not written without a strong appeal, but it was the wrong appeal for that product and that audience.”

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

Results Failing Succeed Curiosity Dozen Headlines

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

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“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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“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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“The success of an entire advertising campaign may stand or fall on what is said in the headlines of the individual advertisements.”

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

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

“Now I spend hours on headlines - days if necessary. And when I get a good headline, I know that my task is nearly finished.”

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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 headline of an advertisement accounts for 60% of the pull of that ad. In the same way, the start of a letter makes or breaks the letter, because if the start does not interest your reader, he never gets down to the rest of your letter.”

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“If slavery, barbarism and desolation are to be called peace, men can have no worse misfortune.”

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