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John Caples Quotes - Page 2

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

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

John Caples
Strong, Unsuccessful, Headlines

If you are going to emphasize certain words in the headline, be sure that they are the words that say something.

John Caples
Headlines, Certain, Ifs

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.

John Caples
Reading, Names, Looks

If the headline is a good one, it is a relatively simple matter to write the copy.

John Caples
Writing, Simple, Matter

Readers know what the copy is going to say.

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

An advertisement will be a good one - that is if the headline is really a "stopper."

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

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