A Quote by John Caples
You can write a 1st paragraph that continues the same thought you expressed in your headline. If you stop a reader with a headline about house paint, you can be sure of at least one thing about that reader: He wants more info about house paint. You will not lose him as long as you continue to give him what he wants.
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Loving your subject, you will write about it with the spontaneity and enthusiasm that will transmit itself to your reader. Loving your reader, you will respect him and want to please him. You will not write down to him. You will take infinite pains with your work. You will write well. And if you write well, you will get published.
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
My work is not about paint. It's about paint at the service of something else. It is not about gooey, chest-beating, macho '50s abstraction that allows paint to sit up on the surface as subject matter about paint.
Remember that the headline and the appeals are ONE AND THE SAME. In successful ads, the appeal is almost always expressed in the headline.
My father kind of had hopes that I was going to become an artist like him - the typical thing. Of course I could play guitar better than him when I was about 12. But I couldn't paint better than him. So I went, 'I'm going to be the guitarist of the house, not the painter.'
We never want Him. We say, "Lord, give me a fine house." We want the house, not Him. "Give me health! Save me from this difficulty!" When a man wants nothing but Him, [he gets Him].
Oliver Stone will never be happy with the first take. He wants more than that. When you?re delivering your lines, he?ll stop you and tell you some kind of riddle about the character and you have to go away and figure that out. If you?re hoping for him to give you all the answers, then you?re in for a long day.
The advertiser's logotype at the bottom of the ad can be considered as part of the headline. After reading the headline, the reader instinctively looks down at the logotype to see the company name.
It's all the unwordable things one wants to write about, just as it's all the unformable things one wants to paint - essence.
I think of film when I paint. Even the luminosity that I always keep working for is really about film. But my idea is not to paint paintings that will decorate somebody's house.
When I look at what a writer owes to the reader, it's critical to know that everything you're writing about is not made up in your head. I feel that unless you can document and be certain about what it is that you're writing about, the reader is going to lose faith in your own integrity.
You have very short travel blogs, and I think there's a split among travel writers: the service-oriented writers will say, 'Well, the reader wants to read about his trip, not yours.' Whereas I say, the reader just wants to read a good story and to maybe learn something.
A writer often wants to change a reader’s perception about the world, which is a political act. But we have to work through character, so helping the reader to feel close to fictional characters is the gate through which we have to usher the reader.
What's cool about renting is that you don't care about your house getting destroyed. So I think that is the number-one thing. Just going "Sure, you can jump off the roof. I think that's safe! Let's just paint on the walls! I bet the beer bottle will break before it shatters the window!" Not caring about the environment is a plus. And a ton of booze. And underage kids. That just ups the excitement value of the party, like, "Oh my God, we could all go to prison."
I feel really strongly about not wanting to overly guide the reader about what he or she should think. I really trust the reader to know for themselves and not to need too much. You have your own imagination, your own experiences, your own feelings, and a novel wants ultimately to ask questions. It doesn't assert anything, or shouldn't, I think.
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.
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