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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."
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If I could have had everything exactly the way I wanted, this is how I would have written it down. Win all my fights in the first round, then go to the UFC and headline a show, and have it as a pay-per-view and at home. People's dreams don't come true like that.
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The headlines are critically important. The majority of the public reads little else when deciding whether or not they are interested.
— John Caples
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