Now I spend hours on headlines - days if necessary. And when I get a good headline, I … - John Caples

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Well, there is something beautiful about ruins. I mean, in one sense it's not that different from going to Rome and looking at the Forum. But it's changing. It truly is. I'm optimistic but skeptical.

John Caples

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

Same Author Quotes

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

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

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!).

Accomplishment, Advertising, Frequent, Full, Seed, World

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Neon Hitch

I like to be wild, and I like to do wild, crazy things. I need excitement. At all times. Normal is not my type.

Crazy, Needs, Normal, Wild, Like, Things

David Maraniss

Well, there is something beautiful about ruins. I mean, in one sense it's not that different from going to Rome and looking at the Forum. But it's changing. It truly is. I'm optimistic but skeptical.

Beautiful, Changing, Mean, Optimistic, Rome, Ruins

Johann Wolfgang von Goethe

If you treat men the way they are you never improve them. If you treat them the way you want them to be, you do.

Improve, Men, Treat, Want, Way

Jose Mourinho

The team is completely close. Anything you say outside, there is no chance it will go inside. So the team is really strong and compact. We know what we want and how to achieve it on the pitch.

Achieve, Close, Completely, Strong, Team, Want

Rob Bell

Suffering is traumatic and awful and we get angry and we shake our fists at the heavens and we vent and rage and weep. But in the process we discover a new tomorrow, one we never would have imagined otherwise.

Fists, Heaven, Rage, Shake, Suffering, Weep