6 May Whether you’re a seasoned copywriter, a newbie or even just someone with a passing interest in advertising, John Caples’ book Tested. As it turns out, John Caples (one of the most famous copyrighters of all time) put together a list of 35 headline formulas in his book, Tested Advertising Methods. Here are all the proven selling techniques to remove the guesswork from advertising, making it a science of sure results. From writing the headline to making the.

Author: Fauzshura Aragrel
Country: Moldova, Republic of
Language: English (Spanish)
Genre: Relationship
Published (Last): 12 July 2007
Pages: 56
PDF File Size: 10.24 Mb
ePub File Size: 14.40 Mb
ISBN: 941-1-41799-361-4
Downloads: 67175
Price: Free* [*Free Regsitration Required]
Uploader: Malasar

It competes with news and articles and other headlines in picking out readers. The john caples tested advertising methods thing to remember in testing a series of advertise- ments is to testedd the booklet, premium, or sample offer subordinated and identical in all advertisements. PaperbackFifth Editionpages. See if you agree with the following analysis: The jury favored the first headline because it seemed to be the more logical for life insurance.

It is a chal- lenge to the reader. I plan to re-read Tested Advertising Methods a few times to absorb all of its lessons. Published on June 13, testfd Advertising effectiveness can usually be judged only by sales or by some action that may lead to a sale, such as writing for a booklet or a sample. I have read it three times over my career.

Yet the advertiser never knows the individual performance of each advertisement. Interesting reading about advertising. No part of this book may john caples tested advertising methods reproduced in any form or by any means, without permission in writing from the publisher. An earlier edition taught capples most of what I know about writing john caples tested advertising methods.

Paul Benson, Anne Mclnnis Art: They may mthods find entertainment and self-satisfaction in reading about the blunders of other people and saying to themselves, “I would never make such silly mistakes as that.

Do not run advertisements john caples tested advertising methods headlines. All mail order men who are onto their job know this. John caples tested advertising methods striving to produce an attractive headline, the copywriter should not emphasize the “quick, easy way” to such an extent that the headline becomes unbelievable.


Find out why and apply it the next time. Page 1 of 1 Start over Page 1 of 1. My First Two Teachers The first week I worked in advertising, an artist said to me, “Drawings are just the thing to illustrate these furniture advertisements. It tfsted addressed to advertisers and agencies who want advertisinng regarding overseas markets. General advertising greatly needs the cold-blooded, analytical, scientific methods of mail order practice.

But his insights can be applied equal- ly well by smaller advertising departments or one-person do-it- yourselfers. When something new works better – or something old stops working – be ready to admit you were wrong about what you thought you “knew. Both advertisements occupied the john caples tested advertising methods space.

It may be a vice president with john caples tested advertising methods flair for writing interof- fice memos, or a manufacturer who knows production from A to Z and nothing at all about advertising.

Perhaps greatest compliment of all, competitors start- ed their own “clubs” too! Read the copy and see if you make these blunders.

The 35 Headline Formulas of John Caples

When department joh or other retailers run an advertisement for a certain article, they can judge their advertis- ing’s effectiveness by the increase in sales over previous days on each article advertised. Joe Perz, Agency creative team Art: The Direct Mail Revolution. So v’tHi can sk’cp sotntonahly aiu’ position aiul u john caples tested advertising methods fccliiiy lycat!

Why is it that self-interest john caples tested advertising methods are best and the curiosity headlines only third best? Begin your headline with the word ‘ ‘Now. Thus, the multibook ads were not only successful in themselves, but tfsted became successful low-cost tests for what sold in different media. The first advertisement tells you how this particular business course helps you to make more money.

Tested Advertising Methods

Contains the most important rules of advertising, all backed by facts. Be Your Own Guinea Pig One way to realize the importance john caples tested advertising methods getting the right appeal is to con- sider the effect on yourself of two advertisements for the same product or service. Using Keywords in Headlines These are your workhorse methoda. It’s why you are getting paid.


Tested Advertising Methods by John Caples

Relevant in the 21st century as it was when published in the first half of the 20th. Get your copy to find out: Caples made his considerable reputation on the difference. The headline also suggests that here is a quick, easy way to become magnetic.

Headlines that are merely a statement of fact are not effective in getting people to read copy. Four of these chapters, or more than one fifth of the entire book, deal with headlines of advertise- ments.

The 35 Headline Formulas of John Caples

The following six advertise- ments brought coupon returns or less: Few clients know much about testing and even fewer can keep their opinions john caples tested advertising methods themselves. Would you like to tell us about a lower price? We must all be grateful that he not only did, but also shared it with us. Now suppose the advertisement that tells you A’s Toothpaste is the largest seller is a carelessly prepared advertisement — poor selec- tion of type, no illustration, no use of color, just black and white.

Before you make your final decision as to which headline to use, it is a good idea to show your list of possible headlines to someone who has never seen them before. If you can’t sell them, why would you advertise? John caples tested advertising methods the headline doesn’t stop people, the copy might as well be written in Greek.