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: Brazragore Mazushakar
Country: Mali
Language: English (Spanish)
Genre: Life
Published (Last): 17 July 2005
Pages: 213
PDF File Size: 15.27 Mb
ePub File Size: 5.74 Mb
ISBN: 892-2-31733-829-6
Downloads: 6248
Price: Free* [*Free Regsitration Required]
Uploader: Zulkidal

It has helped create markets where markets did not previously exist. They are as true today as when he first shared them. The first four words uttered, “Let there he light,” constitute its character All nature is vibrant with its impulse. Using Caples as its copywriting bible, this “totally reengineered” advertising is proving the all-time winner! The jury favored the first headline because it seemed to be the more logical for life insurance. The campaign increased seminar registration by 50 percent, obstetrical referral by 40 percent, and increased hospital births by 10 percent.

He has stuck to his knitting — for 49 years.

This is probably the most dog-eared copywriting book in my library. I read the book before giving an methoxs. There are also written about the great importance of testing your ads, and how important it is to put enthusiasm into your marketing efforts.

The 35 Headline Formulas of John Caples

Always great to learn from one of the best! Probably because somewhere, somehow, some advertisers or copywriters thought they were clever and cleverness would lead to readership and sales.

Advertjsing Dude February 22,6: Therefore, the first eight of these headline formulas are devoted to the presentation of news. The picture may be used to supple- ment and help make clear the meaning of the headline.

Full text of “Tested Advertising (PDFy mirror)”

Much of Caples’ discussions assumed the resources of a major agency. A revision in advertis- ing approach started the copy off by telling the facts right away. Read more Read less.

You come home tired at night, and there are bills to pay, cpales we have a scene, and you say you “simply must make more money”— and then you never seem to do anything about it.

Because they do not test their advertising, these advertisers do not realize that about the only person who reads their copy is the proofreader who is paid to read it. The desire to outshine our neighbors — and let them know it!

They make one advertising dollar do the work of several dollars. Some capled and thoughts will never be outdated. The target however, the human mind, remains the same.

Tested Advertising Methods

It tells what their incomes were before they took the course and what their pre- sent incomes are. Amazon Music Stream millions of songs. In discussing the importance of headlines, Bruce Barton told how results were increased by a change of headline on a correspondence- school advertisement. He is a member of the Copywriters’s Hall of Fame. Yet scores of advertisers are using headlines that are just as bad. The advertising profession is an integral part of the life of a free nation.

The 35 Headline Formulas of John Caples

Otherwise, mail order and patent medicine advertisers would not continue to use them year after year. The most frequent reason for unsuccessful advertising is advertisers who are so full of their own accomplishments the world’s best seed!

They get the story to you in a few short words. Richard Corralde Ultimo Advertising, Inc. Not only each adver- tisement, but each publication had to prove itself in actual sales. Insurance companies, banks, investment plans, stockbrokers, and many others all use the money appeal in one way or another.

Unless human nature changes radically, people will never tire of learning how to do the things they want to do and how to get the things they want to get. A variation is to put the words “at last” at the end of your headline, like this: Lars Lofgren June 8,9: It was an advertisement for a household insect repellent showing a picture of a woman smiling and winking one eye.

Remember Those Great Volkswagen Ads? Begin your headline with the word ‘ ‘Now. The reception was hardly what he expected. Often I’ve wondered, lying awake at night, why some of the men we know have gone ahead while you haven’t — men who haven’t any more brains and aren’t half as nice as you.

Visit our homepage and find this week’s Massive Discounts on worldwide bestsellers until Friday. Copy, Copy, Copy Mark Earls. Department stores and other users of tested copy employ the news angle to a large extent in their newspaper advertising.

Advertisihg Dude February 21,8: It is more important to say what you want to say — to express your complete thought even if it takes 20 words to do it — or 12 or 24, as in the very successful ads in Figure 4.

X or four generations the Fabrikantfa j for integrity, fair dealing and the pi watches, gold, diamonds and other fin For your private, no obligation co and a free appraisal by a GIA graduat or Brian Fabrikant at Here is the way the coupon returns looked: Do not depend on opinions.

By combining the two features, curiosity and self-interest, into a single headline— “How a fool stunt made me a star salesman”— the copywriter produced one of the most successful mail-order advertise- ments of its day. Sometimes a striking advertisijg will make an advertisement good even if the headline is only ordinary. Quick response from personalized mailings tell the likelihood of success and final ads incorporate changes can you find five?

These adveetising test every advertisement and every publication on a small advrtising before they use them on a large scale.