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What repeatedly enters your mind and occupies your mind, eventually shapes your mind, and will ultimately express itself in what you do and who you become.

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John Caples

Do not try to make your headline so short that it fails to express your idea properly. It's more important to say what you want to say - even if it takes 20 words to do than make it short and fail to express your idea.

Ideas, Important, Properly, Say, Trying, Words
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Make an offer they can't refuse.

Make, Offer, Offers, Refuse

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.

Continue, Giving, Long, Paragraph, Thing, Writing

Readers know what the copy is going to say.

Copies, Copy, Know, Knows, Reader, Readers

Now I spend hours on headlines - days if necessary. And when I get a good headline, I know that my task is nearly finished.

Good, Headlines, Hours, Tasks

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

Copy, Granted, Headlines, Judging, Read
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