Every single element in an advertisement - headline, subhead, photo, and copy - must be put there not because it looks good, not because it sounds good, but because testing has shown that it works best! John Caples More Quotes by John Caples More Quotes From John Caples A good headline can make an advertisement good even if the picture is poor. John Caples advertisements headlines poor Every copywriter knows what it is to struggle with a copy for hours, for days - fixing it, polishing it, rearranging it. We have all been quilty of leaving the headline until the last and the spending half and hour on it - or perhaps only ten minutes. John Caples leaving half struggle 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 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 An advertisement will be a good one - that is if the headline is really a "stopper." John Caples advertisements headlines ifs Unsuccessful headlines were not written without a strong appeal, but it was the wrong appeal for that product and that audience. John Caples headlines unsuccessful strong 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 special trying people If the headline is a good one, it is a relatively simple matter to write the copy. John Caples simple matter writing Readers know what the copy is going to say. John Caples copies reader knows The business of judging a headline AFTER you read the copy is wrong. It takes for granted that everybody reads the copy. John Caples headlines granted judging
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