Find great deals for Tested Advertising Methods by John Caples and Hahn ( , Paperback, Revised). Shop with confidence on eBay!. Whether you’re a seasoned copywriter, a newbie or even just someone with a passing interest in advertising, John Caples’ book Tested. 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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You are too close to the headlines you have just written. And when I get a good headline, I know that my task is nearly finished. It is a chal- lenge to the reader.

These headlines will give you the most sales with the least amount of effort. He had taught advertiskng to me. It is an easy method to follow. Both were run in the vaples publication. Much more about this difference throughout the rest of the book. Some ideas and thoughts will never be outdated.

You can’t expect people to read your message unless you first give them, in the headline, a powerful reason for reading it.

Tested Advertising Methods by John Caples and Hahn (1998, Paperback, Revised)

But you can’t wait a month. Search the history of over billion web pages on the Internet.

The anecdote that follows is typical of the reasons why: The effectiveness adertising stories was illustrated long ago by the parables in the Bible. John Caples shows you 31 ways to write headlines, 3 classes of succesful headlines, 17 ways to test your ads, the 4 best appeals you ad should have, and much much more.

In a campaign of a dozen pieces of advdrtising it is possible for most of the achievement to be accomplished by just one or two adver- tisements. Using Keywords in Headlines These are your workhorse headlines. The most successful story headlines from a sales standpoint are those that select the right audience.


Avoid, when possible, headlines that paint the gloomy or nega- tive side of the picture.

Here are all the proven selling techniques to remove the guesswork from advertising, making it a science of sure results.

Didnt think that a book on proven advertising methods would metjods some valuable caplws for me. It suggests that here is a quick and easy way to become a star salesman. Advertisers and agents wishing to consult them with regard to overseas markets should write to: There is also the compulsive coupon-clipper to contend with, the man, woman, or child who goes through a magazine and clips any coupon that offers anything free — sample, booklet, or premium.

The 35 Headline Formulas of John Caples | Lars Lofgren

One other significant point about this analysis is that Advertise- ment G, the best of the unsuccessful group, had the result-getting appeal moderately displayed in a subheading. The gener- al advertiser may question the above statement; yet sdvertising knows that in a sales force of a dozen untried men, not all will succeed.

Yet they don’t even do that.

One advertisimg I said to a magazine editor, “Mail order advertisers discovered long ago that advertisements whose headlines begin with the words ‘How to’ bring a large number of inquiries. It is impossible to pick out two or three or even five words that tell the story briefly.

The 35 Headline Formulas of John Caples

Este cartea pe care orice blogger si orice om de marketing si de online ar trebui sa advertisibg citeasca. Advertisements bearing these headlines were used in maga- zines. Specifics are more believable than generalities. Income is also guaranteed in event of total and permanent disabili- ty. They will often read an announcement of a new improvement or a new product regardless of whether tetsed not they have any immediate need for the product.


Today, entries are received and individual creatives are honored from 30 countries worldwide. This method is successful if the single word is meaningful and selects the right audience. Too often the speakers were stat- ing opinions they mistook for facts. What hopeless, useless, senseless headlines! That was in the fall of Relevant in the 21st century as it was when published in the first half of the 20th. Nothing happens unless something in your mailing, or your commercial makes the prospect stop long enough to pay attention to what you say next.

Long headlines that say something are more effective than short headlines that say nothing.

Readers suspect that they know what is wrong in the picture, but they have to read the copy to make sure. For example, here are two purely self-interest headlines: Three insertions generated calls and appli- cations the first week. Book Store Logo 64 Chapter advfrtising What is true of the logotype is also true of the picture used to illustrate the advertisement. From effective headline writing that pulls to the psychology behind it. Each had the same story: