John Caples Quotes and Sayings - Page 1

“To impress your offer on the mind of the reader or listener, it is necessary to put it into brief, simple language...No farfetched or obscure statement will stop them. You have got to hit them where they live in the heart or in the head. You have got to catch their eyes or ears with something simple, something direct, something they want.”
-- John Caples

#Heart #Eye #Simple
“Don't underestimate the value of beginning a headline by naming the people you want to reach.”
-- John Caples

#People #Want #Underestimate
“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

#Accomplishment #World #Advertising

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