A Quote by John Caples

The business of judging a headline AFTER you read the copy is wrong. It takes for granted that everybody reads the copy.

John Caples

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After Business Copy Everybody Granted Headline Judging Read Reads Takes Wrong

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John Caples
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May 1, 1900 - June 10, 1990

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 Greek.

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

Start copying what you love. Copy copy copy copy. At the end of the copy you will find your self.

Yohji Yamamoto

We buy a copy of 'Gravity's Rainbow,' say, and we carry our copy home. We open it; we fall into it. And it is here that the word 'copy' fails. Because what I experience when I read 'Gravity's Rainbow,' or 'Beloved,' or 'The Moviegoer,' is not at all a 'copy' of what you experience when you read the same novel.

Anthony Doerr

On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.

David Ogilvy

What's burning down is a re-creation of a period revival house patterned after a copy of a copy of a copy of a mock Tudor big manor house. It's a hundred generations removed from anything original, but the truth is aren't we all?

Chuck Palahniuk

Based on hundreds of tests conducted, a good headline can be as much as 17 times more effective than a so-so headline. And this is with exactly the same body copy!

Ted Nicholas

Copy is not written. If anyone tells you ‘you write copy’, sneer at them. Copy is not written. Copy is assembled. You do not write copy, you assemble it. You are working with a series of building blocks, you are putting the building blocks together, and then you are putting them in certain structures, you are building a little city of desire for your person to come and live in.

Eugene Schwartz

For six months I couldn't sleep. With insomnia, nothing's real. Everything is far away. Everything is a copy of a copy of a copy.

Chuck Palahniuk

The headline is the most important element in most advertisements. It is the telegram which decides the reader whether to read the copy.

David Ogilvy

Success is dangerous. One begins to copy oneself, and to copy oneself is more dangerous than to copy others. It leads to sterility.

Pablo Picasso

It's terrifying the way molecular biology has become more and more jargon ridden. But I strongly believe that my book can be read by the intelligent layman. I want everyone who bought a copy of 'A Brief History of Time' to buy a copy of 'Genome'.

Matt Ridley

I wrote a script, and I gave it to a guy who reads scripts, and he read it, and he liked it, but he said he thinks I ought to re-write it. I said, "Fuck that - I'll just make a copy!"

Mitch Hedberg

When I was having my hair and make-up done backstage at a fashion show, I would sneak in a copy of Dostoevsky and read it inside a copy of Elle or Vogue. But it would be pretentious of me to say I was more intelligent than the other supermodels.

Carla Bruni

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

John Caples

I get nostalgic for things that didn't really exist. I might have a cassette from the first time a Melle Mel track, say, got played on radio in Manchester. And it might be a copy of a copy of a copy of a tape and there's all these weird nuances and distortions that have affected what I know as the truth, if you like, of that track.

Rob Brown

A Quote by John Caples

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