A Quote by John Caples

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

John Caples

Quote Topics

Advertisement Good Headline Really Will

Quote Author

John Caples
Author
May 1, 1900 - June 10, 1990

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

John Caples

Get the big point of your advertisement into your headline. Use your headline as a hook to reach out and catch the special group of people you are trying to interest.

John Caples

Every single element in an advertisement - headline, subhead, photo, and copy - must be put there not because it looks good, not because it sounds good, but because testing has shown that it works best!

John Caples

What is a good advertisement? An advertisement which pleases you because of its style, or an advertisement which sells the most? They are seldom the same.

David Ogilvy

I believe that every paper in the country should have one headline that when you read it, you laugh so hard you can't stand it. It has to be that way. What about a headline like this: 'Hippo Eats Dwarf'? How good is that? You read that headline, and you immediately close the paper and say, 'Wow, it's gonna be a great day.

Lewis Black

The purpose of a headline is to pick out people you can interest. You wish to talk to someone in a crowd. So the first thing you say is, "hey there, Bill Jones" to get the right persons attention.so it is in n advertisement

Claude C. Hopkins

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

A fairly clear line separated advertisement from art. ... The first effect of the triumph of the capitalist (if we allow him to triumph) will be that that line of demarcation will entirely disappear. There will be no art that might not just as well be advertisement.

Gilbert K. Chesterton

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

I have discovered the most exciting, the most arduous literary form of all, the most difficult to master, the most pregnant in curious possibilities. I mean the advertisement. It is far easier to write ten passably effective Sonnets, good enough to take in the not too inquiring critic, than one effective advertisement that will take in a few thousand of the uncritical buying public.

Aldous Huxley

People often recommend, "Why do you ask?" as a good conversation stopper. But that really doesn't end the conversation, it just leaves the other person sputtering for a response. I like, "You'll be the first to know.".

Emily Yoffe

Pierluigi Gollini is a highly-rated goalkeeper in Italy, he's young, a good shot-stopper, he comes for crosses, he's good with his feet.

Roberto Di Matteo

I'm one of those people that think that what you put up on screen, no matter how you're stating it, is usually an advertisement for it. Even if I'm saying "it's really bad to do this, or it's really good to do this" - regardless, the fact that it's on film, presented in this huge way, is appealing.

Azazel Jacobs

The headline of an advertisement accounts for 60% of the pull of that ad. In the same way, the start of a letter makes or breaks the letter, because if the start does not interest your reader, he never gets down to the rest of your letter.

Robert Collier

You aren't advertising to a standing army; you are advertising to a moving parade. Three million consumers get married every year. The advertisement which sold a refrigerator to those who got married last year will probably be just as successful with those who'll get married next year. An advertisement is just like a radar sweep, constantly hunting new prospects as they come into the market. Get a good radar and keep it sweeping.

David Ogilvy

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

John Caples