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John Caples Quotes

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 (1932). “Tested Advertising Methods: How to Profit by Removing Guesswork”

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

John Caples (2011). “Making Ads Pay: Timeless Tips for Successful Copywriting”, p.106, Courier Corporation

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

John Caples (1932). “Tested Advertising Methods: How to Profit by Removing Guesswork”

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

John Caples (1932). “Tested Advertising Methods: How to Profit by Removing Guesswork”