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.

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Make eight words do the work of eight hundredl While not technically a “rebus,” the use of the illustrations in Testedd ad has much the same effect by “telling” the breadth of the clearance without having to go into wordy detail. The reason it is poor is because the idea that should have been expressed in the headline is not expressed in the head- line, but in small print in the last paragraph of the advertise- ment.

Insurance companies, banks, investment plans, stockbrokers, and many others all use the money appeal in one way or another. Today, entries are received and individual creatives are honored from 30 countries worldwide. This item doesn’t belong on this page.

Sometimes ignorance is bliss. But they told you that he had the all-around training you lacked. Fortunately, this group is not large and what there is remains fairly con- stant.

The 35 Headline Formulas of John Caples

Apr 05, Shawn Camp rated it advertiising liked it Shelves: The advertising profession is an integral part of the life of a free nation. Quick, easy way Self-interest is by far the most important of these headline qualities. Though many newspa- pers and magazines carry some direct-by-mail advertising, compara- tively few specialize in this type of promotion.


Haven’t the years flown by! The Ultimate Selling Story: The consumer direct-by-mail magazine advertising in which Caples found success and fame has changed little in the past 50 years. All Marketers are Liars Seth Godin. Eric Zurbuchan, Marc Duke O.

But in this book, you’ll see the ideas behind one of the greatest ad man in history. Tested advertising methods John Caples Snippet view – If you’re calling from out oftowt GEMS My First Two Teachers The first tedted I worked in advertising, an artist said to me, “Drawings are just the thing to illustrate these furniture advertisements.

It has made it practical, simple, and inexpensive to know exactly how many inquiries or how many sales came from each advertisement. Yet this fact is not mentioned until the end. Trivia About Tested Advertisin The preceding ten formulas employing key words do not exhaust the list of key words you can use.

Equally true are the insights in the quotations at the end of each chapter.

Tested Advertising Methods by John Caples

Brevity in headlines may be an excellent quality, but it is not so important that all else should be sacrificed for it. Looking for beautiful books? In order to grow, you must study and surround yourself with people far wiser than you.

Adverrising the Effectiveness of Image and Linkage Advertising: Here are three examples of each: Here is the actual advertisement: Many ads mention easy payments in the copy. You can find other key words in the headlines you see in daily newspapers and in the titles of books and magazine articles.

This rule is so fundamental that it would seem obvious.

The 35 Headline Formulas of John Caples

The following curiosity headline and logotype company name convey practically no message to the newspaper glancers who read only the large print: London, England the well-known and old established international advertis- ing agency responsible for handling a number of American advertising accounts in various parts of the world, will be in New York from May 12th to 20th.


But a good headline can make an advertisement good even if the picture is poor. Thanks Lars, brilliant share.

The other advertisement devotes too much empha- sis johm a minor point. GOLD is a stopper, not a start-up to the rest of the copy. Not what’s in it for me, but what is best for those I serve — the right medicine, the longest lasting sewer pipes, the most effective fire engine.

Axvertising are four important qualities that a good headline may possess. You will increase your chances of writing good ones if you read this book, and commit its conclusions to memory. The book puts me in the right frame for thinking about structuring sales copy. Unless enough “prospects” are transformed into “customers,” your ad has failed, no matter how creative.

Therefore, get the customer’s reaction today by showing your headlines to someone else. I thought I was learning the rules of the business. It appeals to the readers’ keen interest in themselves. When people consider new products or services, they want to know how their lives will improve. Right and Wrong Methods of Writing Headlines 35 8.