A Quote by John Caples

The purpose of the headlines must be to convey a message to people who read headlines, then decide whether or not they will look at the copy.

John Caples

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Convey Copy Decide Headlines Look Message Must People Purpose Read Then Whether Will

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John Caples
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May 1, 1900 - June 10, 1990

People often think that reporters write their own headlines. In fact, they almost never do. The people who do write headlines are the copy editors who are the front and last lines of quality-checking in a newspaper before it goes to print.

Jennifer Lee

On the average, five times as many people read the headlines as read the body copy.

David Ogilvy

Headlines are so great in a sense that they can take a little bit from an article completely out of context and blow it into something it's not. Some people really only read headlines.

Kristin Cavallari

The frustrating part of being an artist is that I can do a whole interview, and all most people are going to see is the headlines. As artists, we should be able to write our own headlines.

Tyga

Newspapers are even worse for me than ice cream; headlines, and the big issues that generate the headlines, are pure fat.

John Irving

It's no longer just reporting the headlines of the day, but trying to put the headlines into some context and to add some perspective into what they mean.

Bob Schieffer

I wanna be in the headlines, anything to be in the headlines.

Alice Cooper

The best headlines are those that appeal to the reader's self-interest, that is, headlines based on reader benefits. They offer readers something they want - and get from you.

John Caples

Don't talk to me about appealing to the public. I am done with the public, for the present anyway. The public reads the headlines and that is all. The story itself is fair and shows the facts. That would be all right if the public read the facts. But it does not. It reads the headlines and listens to the demagogues and that's the stuff public opinion is made of.

J. P. Morgan

Political reporters no longer get to decide what's news. The days when a minister gave briefings to a dozen lobby correspondents, and thereby dictated the next day's headlines, are over. Now, a thousand bloggers decide for themselves what is interesting. If enough of them are tickled then, bingo, you're news.

Daniel Hannan

I glance at the headlines just to kind of get a flavor for what's moving. I rarely read the stories, and get briefed by people who are probably read the news themselves.

George W. Bush

When other women have this same operation, it doesn't make any headlines. But the fact that I was the wife of the President put it in headlines and brought before the public this particular experience I was going through. It made a lot of women realize that it could happen to them. I'm sure I've saved at least one person maybe more.

Betty Ford

I, perhaps wrongly, assume that people actually read articles that interest them rather than just headlines.

John McAfee

Never use tricky or irrelevant headlines… People read too fast to figure out what you are trying to say.

David Ogilvy

I did buy 'The Sun' a few times, but I just don't read the tabloids. Sometimes they can have genius witty headlines, but that's all. There's nothing to read.

Lucy Punch

Google and others truncate headlines at 70 characters. On the Manti Teo story, Deadspin's scoop fell down the Google search results, overtaken by copycat stories with simpler headlines. Deadspin's headline was 118 characters. Vital information - 'hoax' - was one of the words that was cut off.

Nick Denton

A Quote by John Caples

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