A Quote by John Caples

Avoid the "hard-to-grasp" headline - the headline that requires thought and is not clear at first glance.

John Caples

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Avoid Clear First Glance Grasp Hard Headline Requires Thought

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John Caples
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May 1, 1900 - June 10, 1990

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

Remember that the headline and the appeals are ONE AND THE SAME. In successful ads, the appeal is almost always expressed in the headline.

John Caples

In striving to produce an attractive headline, the copywriter should not emphasize the "quick, easy way" to such an extent that the headline becomes unbelievable.

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

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

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.

John Caples

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

Charles Oakley

Everybody sat around thinking about Panasonic, the Japanese electronics account. Finally I decided, what the hell, I'll throw a line to loosen them up. 'The headline is, the headline is: From Those Wonderful Folks Who Gave You Pearl Harbor.'

Jerry Della Femina

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

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

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.

John Caples

There were some struggles throughout the year at RCR. In order to keep yourself relevant, you had to find a headline. In order to find a headline, you had to do something that wasn't right, like jump over a car or say something you shouldn't.

Kevin Harvick

Most readers look at the photograph first. If you put it in the middle of the page, the reader will start by looking in the middle. Then her eye must go up to read the headline; this doesn't work, because people have a habit of scanning downwards. However, suppose a few readers do read the headline after seeing the photograph below it. After that, you require them to jump down past the photograph which they have already seen. Not bloody likely.

David Ogilvy

I'm not James Bond. There's your headline! It's very clear to me that he's the furthest from my character that it's possible to be. It's somebody I play.

Daniel Craig

I once used the word OBSOLETE in a headline, only to discover that 43 per cent of housewives had no idea what it meant. In another headline, I used the word INEFFABLE, only to discover that I didn't know what it meant myself.

David Ogilvy

I can't really remember my first headline show.

Phoebe Bridgers

A Quote by John Caples

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