A Quote by John Caples

Don't underestimate the value of beginning a headline by naming the people you want to reach.

John Caples

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Beginning Headline Naming People Reach Underestimate Value Want

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John Caples
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May 1, 1900 - June 10, 1990

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

Don't underestimate the value people place on authenticity. Politicians listen to the focus groups and say the things they think people want to hear. But after 30 years of reading consumers, I know that they can smell phonies.

Rochelle B Lazarus

Never underestimate the importance of the beginning. Of anything. The beginning has the seeds of everything else to come.

Carolyn Coman

I think people underestimate the value of collaboration, especially for writers.

Akiva Goldsman

There is growing awareness of the beauty of country ... a sincere desire to keep some of it for all time. People are beginning to value highly the fact that a river runs unimpeded for a distance... They are beginning to obtain deep satisfaction from the fact that a herd of elk may be observed in back country, on ancestral ranges, where the Indians once hunted them. They are beginning to seek the healing relaxation that is possible in wild country. In short, they want it.

Olaus Murie

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

We systematically overestimate the value of access to information and underestimate the value of access to each other.

Clay Shirky

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

Don't underestimate the value of Doing Nothing

A. A. Milne

The argument is made that naming God is never really naming God but only naming our understanding of God. To take our ideas of the divine and hold them as if they correspond to the reality of God is thus to construct a conceptual idol built from the materials of our mind.

Peter Rollins

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

Can you look at a situation without naming it? Naming it, making it a word, causes fear.

Bruce Lee

Never underestimate the value of cold cash.

Gregory Nunn

Don’t underestimate the value of irony—it is extremely valuable.

Henry James

Don't underestimate the value of a great hair dryer.

Cheryl Burke

I joined Twitter and you read a lot of the comments. You're biting your lip and you want to reply but you know a headline will be made from it and you don't want to give people the satisfaction.

Michael Owen

A Quote by John Caples

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