John Caples Quotes

Enjoy the top 31 famous quotes, sayings and quotations by John Caples.

John Caples Quotes

Readers know what the copy is going to say.
— John Caples —

The headlines are critically important. The majority of the public reads little else when deciding whether or not they are interested.

— 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 statement will stop them. You have got to hit them where they live in the heart or in the head. You have got to catch their eyes or ears with something simple, something direct, something they want.

— 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

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

— John Caples

You can write a 1st paragraph that continues the same thought you expressed in your headline. If you stop a reader with a headline about house paint, you can be sure of at least one thing about that reader: He wants more info about house paint. You will not lose him as long as you continue to give him what he wants.

— 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

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

— John Caples

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

— John Caples

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

— John Caples

Avoid the "hard-to-grasp" headline - the headline that requires thought and is not clear at first glance.

— John Caples

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