A Quote by John Caples
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.
Related Quotes
Only a very specific kind of writer keeps their reader in mind while working. Such writers don't want to irk their readers; they don't want to challenge their readers; they want to produce exactly what their reader expects them to produce. I'm not like that.
I have a total responsibility to the reader. The reader has to trust me and never feel betrayed. There's a double standard between writers and readers. Readers can be unfaithful to writers anytime they like, but writers must never ever be unfaithful to the readers. And it's appropriate, because the writer is getting paid and the reader isn't.
Probably, subliminally, I think of the reader as a kind of collaborator. I don't want to say something for the reader that the reader could have said for himself.
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.
The worst headline is one that contains a factual error. Bad headlines are ones that are bland, and don't tell the reader anything specific, like 'Democrats at it Again.'
Every reader of your ad is interested, else he would not be a reader. You are dealing with someone willing to listen. Then do your level best. That reader, if you lose him now, May never again be a reader
Unsuccessful headlines were not written without a strong appeal, but it was the wrong appeal for that product and that audience.
A reader is entitled to believe what he or she believes is consonant with the facts of the book. It is not unusual that readers take away something that is spiritually at variance from what I myself experienced. That's not to say readers make up the book they want. We all have to agree on the facts. But readers bring their histories and all sets of longings. A book will pluck the strings of those longings differently among different readers.
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.
Newspapers are even worse for me than ice cream; headlines, and the big issues that generate the headlines, are pure fat.
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.
It is grievous to read the papers in most respects, I agree. More and more I skim the headlines only, for one can be sure what is carried beneath them quite automatically, if one has long been a reader of the press journalism.
The fact of the matter is I always have a really high sense of responsibility to the reader, whether it's a few readers that I get or a lot of readers, which I was lucky enough to get with 'Olive.' I feel responsible to them, to deliver something as truthful and straight as I can.
I usually write for the individual reader -though I would like to have many such readers. There are some poets who write for people assembled in big rooms, so they can live through something collectively. I prefer my reader to take my poem and have a one-on-one relationship with it.
He who knoweth the reader, doeth nothing more for the reader. Another century of readers - and spirit itself will stink.
The only pressure I feel is to write good books. And to not replicate the previous book. Whether you have a thousand readers or a million readers it doesn't change the pressure. I never feel tempted to give the reader what I think the reader wants.
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