A Quote by 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.
Related Quotes
Start copying what you love. Copy copy copy copy. At the end of the copy you will find your self.
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.
The business of judging a headline AFTER you read the copy is wrong. It takes for granted that everybody reads the copy.
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.
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.
Make your copy straightforward to read, understand and use. Use easy words; those that are used for everyday speech. Use phrases that are not too imprecise and very understandable. Do not be too stuffy; remove pompous words and substitute them with plain words. Minimize complicated gimmicks and constructions. If you can't give the data directly and briefly, you must consider writing the copy again.
If your entire conception of what's possible in fantasy only comes from other fantasy books, you're going to go on to create a copy of a copy of a copy. There's nothing original there, nothing dynamic. Which is fine if that's your goal, but I've always wanted to do something no one else was doing before.
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.
Don't copy another writer's style, because that is not authentic, and that's how it will sound. You develop your style over your whole life and through countless influences. Don't impose something artificial.
Poets are excellent students of blizzards and salt and broken statuary, but they are always elsewhere for the test. Any intention in the writing of poetry besides the aim to make a poem, of engaging the materials, SHOULD be disappointed. If the poet does not have the chutzpah to jeopardize habituated assumptions and practices, what will be produced will be sleep without dream, a copy of a copy of a copy.
I'm talking to a journalist and I really have nothing to say anymore, this is already uncomfortable. I feel the pain coming already. The brutal pain, when one day I should read your edit of whatever I say, because no matter what I say, no matter how I say it, no matter its tone, its frequency range, its decibel level or the way in which I put the words together, no matter my intentions and no matter the truth. What I'll read one day will be a chastised, manipulated abortion of your misunderstandings, your manipulations, your agenda and your amateur use of the English language.
If your friend wishes to read your 'Plutarch's Lives,' 'Shakespeare,' or 'The Federalist Papers,' tell him gently but firmly, to buy a copy. You will lend him your car or your coat - but your books are as much a part of you as your head or your heart.
If the headline is a good one, it is a relatively simple matter to write the copy.
You should learn from your competitor, but never copy. Copy and you die.
Competition is. In every business, no matter how small or how large, someone is just around the corner forever trying to steal your ideas and build his success out of your imagination, struggling after that which you have toiled endless years to secure, striving to outdo you in each and every way. If such a competitor would work as hard to originate as he does to copy, he would much more quickly gain success.
When we look at investing, we always think about 'how defensible is this, how likely is it that somebody is going to copy this.' E-commerce tends to be something easy to copy because it's execution.
Related Authors
Brian Tracy Quotes
American
Author
Cassandra Clare Quotes
American
Author
Frederick Lenz Quotes
American
Author
Henry David Thoreau Quotes
American
Author
J. K. Rowling Quotes
English
Author
Jodi Picoult Quotes
American
Author
John Green Quotes
American
Author
Joyce Meyer Quotes
American
Author
Marianne Williamson Quotes
American
Author
Neil Gaiman Quotes
British
Author
Richelle Mead Quotes
American
Author
Rick Riordan Quotes
American
Author
Robert Kiyosaki Quotes
American
Author
Stephen King Quotes
American
Author
Terry Pratchett Quotes
English
Author
Virginia Woolf Quotes
British
Author