advertising

headline

is often unsuccessful when it is so full of its own accomplishments (the world's best seed!) that it forgets to tell us why we should buy it (the world's best lawn!).

The most frequent reason for unsuccessful advertising is advertisers who are so full of their own accomplishments (the world's best seed!) that they forget to tell us why we should buy (the world's best lawn!). John Caples

is best when it appeals to the reader's self-interest, that is, headlines based on reader benefits.

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.

is the only thing the majority of the public reads when deciding whether or not they are interested.

The headlines are critically important. The majority of the public reads little else when deciding whether or not they are interested.

is a thing which, if it doesn't stop people, the article might as well be written in Greek.

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.

is vital --- Use a poor one and it just doesn't matter how hard you labor over the article for it will not be read.

If you use a poor headline, it does not matter how hard you labor over your copy because your copy will not be read.

 can never be judged after one reads the article, for its sole purpose is to cause one to read it.

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

is more effective if it's long and really says something than if it's brief and says nothing.

A long headline that really says something is more effective than a brief heading that says nothing.

John CaplesThinkers

John Caples