Every single element in an advertisement - headline, subhead, photo, and copy - must be put there not because it looks good, not because it sounds good, but because testing has shown that it works best!
To impress your offer on the mind of the reader or listener, it is necessary to put it into brief, simple language...No farfetched or obscure stateme… - John Caples
To impress your offer on the mind of the reader or listener, it is necessary to put it into brief, simple language...No farfetched or obscure stateme…
- 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 … - 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 …
A long headline that really says something is more effective than a brief heading that says nothing. - John Caples
A long headline that really says something is more effective than a brief heading that says nothing.
If you use a poor headline, it does not matter how hard you labor over your copy because your copy will not be read. - John Caples
If you use a poor headline, it does not matter how hard you labor over your copy because your copy will not be read.
A good headline can make an advertisement good even if the picture is poor. - John Caples
A good headline can make an advertisement good even if the picture is poor.
The most frequent reason for unsuccessful advertising is advertisers who are so full of their own accomplishments (the world's best seed!) that they … - John Caples
The most frequent reason for unsuccessful advertising is advertisers who are so full of their own accomplishments (the world's best seed!) that they …
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. - 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.
Now I spend hours on headlines - days if necessary. And when I get a good headline, I know that my task is nearly finished. - John Caples
Now I spend hours on headlines - days if necessary. And when I get a good headline, I know that my task is nearly finished.
Don't underestimate the value of beginning a headline by naming the people you want to reach. - John Caples
Don't underestimate the value of beginning a headline by naming the people you want to reach.
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