John Caples Quotes - Page 2

• If you are going to emphasize certain words in the headline, be sure that they are the words that say something.

  John Caples

  Headlines, Certain, Ifs

  7 Copy quote

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

  John Caples

  Judging, Granted, Headlines

  4 Copy quote

• 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

  Reading, Names, Looks

  7 Copy quote

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

  John Caples

  Writing, Simple, Matter

  7 Copy quote

• Readers know what the copy is going to say.

  John Caples

  Reader, Copies, Knows

  John Caples (1932). “Tested Advertising Methods: How to Profit by Removing Guesswork”

  4 Copy quote

• An advertisement will be a good one - that is if the headline is really a "stopper."

  John Caples

  Headlines, Advertisements, Ifs

  John Caples (1932). “Tested Advertising Methods: How to Profit by Removing Guesswork”

  7 Copy quote

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