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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In considering advertising awards, always remember this: Here is an astounding fact. You wanted that promotion, and you were ahead of loe. It should have been mentioned in the headline in order to attract the proper audience.

Advertising pro- fessionals can visualize what this will turn into. Both were run in the same publication. It takes for granted that everybody reads the copy. Yet actual sales results showed that the second headline was more effective. Therefore, a headline advis- ing “Don’t buy” is an effective stopper.

The words “How to” have also been found valuable in other forms of writing. It makes the reader curious to know what is wanted.

Full text of “Tested Advertising (PDFy mirror)”

In addition to outstanding newspaper and magazine ads from the s, this edition includes current tested direct mail and multimedia campaigns that show the valid- ity of Caples’ “scientific” approach to all advertising. Or you may find that an old for- mula can be reworked into a new pattern. Didnt think that a book on proven advertising methods would have some valuable ideas for me.


He has written scores of remarkable advertisements.

The spider looks for a merchant who doesn’t advertise so he can spin a web across his door and lead a life of undisturbed peace! You are too close to the headlines you have just written. That ad and its “Don’t even think about selling” companion ran in The New York Times and were instant suc- cesses, leading to a twelve-fold increase in advertising in just three years.

I’m not thinking about me — I’m thinking about you. Read, highlight, and take notes, across web, tablet, and phone. Then lay the proofs in a row in order of merit and study the adver- tisements to see what quality the most successful advertisements have in common. Today, entries are received and individual creatives are honored from 30 countries worldwide.

The 35 Headline Formulas of John Caples

Once you have found what works best in each medium, test a much expanded list of individual publi- cations, radio stations, or direct mail lists against one another.

The lowest-priced brand-new, unused, unopened, undamaged item in its original packaging where packaging is applicable.

Often a headline may have two meanings, one of which you do not suspect. Keep the ad, mailing, or commercial focused on the prospect, on what he or she will get out of using your product or service.

Alexa Actionable Analytics for the Web. AmazonGlobal Ship Orders Internationally. Written by one of the gurus from the glory days when newspaper and other forms of hard-copy were the best way to reach the masses, it explains the hows as tesetd as the whys of writing effective advertising content. The advertisement occupied a full page in a trade magazine. It merely suggests that the copy will be a sales talk for a book on English jethods or a course in English.


Use words that have an announcement quality 4. Nothing happens unless something in your mailing, or your commercial makes the prospect stop long enough to pay attention to what you say next. In cases of this kind, there are two things you can do: Otherwise, mail order and patent medicine advertisers would not continue to use adverttising year after year.

Jones Director of X. Before voting on kohn headline, the members of the jury read the copy Thus, the meaning of many an obscure headline is made clear to them.

Straight to the point copywriting tips. What a wasteful, inefficient state of affairs! Oct 31, Troy Clark rated it really liked it Shelves: Metjods monthly income can begin at any time between 50 and Use a two-word headline. With everything done right, no wonder this became one of the top Smith Barney lead-generating ads in !

Do not depend on opinions. Three insertions generated calls and appli- cations the first week. Tell a Story People buy magazines in order to read fiction and nonfiction stories. Yet the advertiser never knows the individual performance of each advertisement. People want to be liked by other people. I had finally discovered where so much of my own success as a copy- writer had originated.

In advertising, as exemplified by Figure 6. What do you your- self see of methoes as you glance through a newspaper or magazine? These are the results that mail order houses demand and get from advertising.