Don't underestimate the value of beginning a headline by naming the people you want to reach.

- 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

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

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

- John Caples

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

- 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 …

- 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.

- 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.

- 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.

- John Caples