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— John Caples"Unsuccessful headlines were not written without a strong appeal, but it was the wrong appeal for that product and that audience."
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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.
— John Caples
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To every man who faces life with real desire to do his part in everything, I appeal for a study of the Bible.
— Theodore Roosevelt
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