A Quote by John Caples

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

John Caples

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Copy Good Headline Matter Relatively Simple Write

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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

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

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

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

John Caples

I can't write. I can handle bits of simple-minded advert copy or a poster slogan, so answering questions is about all I'm good for.

Charles Saatchi

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

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

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

The gleam in their eyes telegraphs only too clearly that they are hoping for a headline, which of course means something disparaging, because nothing makes such good copy as a feud.

Leslie Charteris

You're going to write straight and simple and good now. That's the start.''What if I'm not straight and simple and good? Do you think I can write that way?''Write how you are but make it straight.

Ernest Hemingway

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

I don't know about other writers, but for myself, to write I must be relatively quiet - it's very difficult to write with the telephone and the doorbell ringing and conversation going on; I'm not that good a writer to write through all that!

Ray Charles

Every headline in the paper, I don't write them. My story's inside the paper, not the headline.

Charles Oakley

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

Yohji Yamamoto

No matter how exotic human civilization becomes, no matter the developments of life and society nor the complexity of the machine/human interface, there always come interludes of lonely power when the course of humankind, the very future of humankind, depends upon the relatively simple actions of single individual.

Frank Herbert

If you want to write good copy, you must be where the things are.

Arthur Conan Doyle

A Quote by John Caples

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