Tested Advertising Methods has ratings and 38 reviews. Max said: To think that this was written in the 60’s is just phenomenal.I wonder where this. Whether you’re a seasoned copywriter, a newbie or even just someone with a passing interest in advertising, John Caples’ book Tested. John Caples made a list of 35 headline formulas in his book, Tested Advertising Methods. I’ve put all of them in this post with guidelines for how.

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Each sets you up to get the attention you need. Goodreads helps you keep track of books you want to jethods. What you say is more important than how you say it. Maintain the prospect’s interest. ALL four appeals concentrate on what is best for the buyer. The average person’s desire for a bargain is another powerful appeal used by discount chains, department stores, supermarkets, and practically every other retailer — from bargain glasses Buy one, get the second pair FREE!

The headline also suggests that here is advertisign quick, easy way to become magnetic. Here are two approaches to “at last” news asvertising without using the actual words: Smaller advertisers, with more limited resources, should follow them as far as time and budgets permit, using tested guidance such as that given throughout this book. The importance of this is far-reaching.

Think of what it might have done, if it had been in both! Before he became a copywriter, he was an engineer with the New York Telephone Company. Here is the headline of methkds such an advertisement.

Tested Advertising Methods – John Caples, Fred E. Hahn – Google Books

It’s so unnecessarily ugly. Understand, dear, I’m not complaining. The preceding ten formulas employing key words do not exhaust the list of key words you can use. Interesting reading about advertising. And the illustration of almost all the other advertisements, then and now, while clever, were of little or no value in making the headline message clear.


As long as human beings inhabit this earth, they will be looking for something new, something different, something better. When people consider new products or services, they want to know how their lives will improve. Sometimes a striking picture will make an advertisement good even if the headline is only ordinary. If you have news, such as a new product, or a new use for an old product, be sure to get that news into your headline in a big way.

Though many newspa- pers and magazines carry some direct-by-mail advertising, compara- tively few specialize in this type of promotion.

In order to grow, you must study an Many have said it take reads at a minimum to begin to absorb what is being said here. Feature Reduced Price This formula, as seen in Figure 5.

Tested Advertising Methods by John Caples

Try to suggest in your headline that here is a quick and easy way for the readers to get something they want. I was John’s fellow BBDO employee and friend for two decades, and our friendship continued for 20 methodds after I left the agency to teach at the University of Illinois.

Although curiosity alone is seldom enough to make a good headline, it is an excellent idea to get curiosity into your self- interest headlines. News headlines are effective in getting attention and promoting sales.

Using Keywords in Headlines These are your workhorse headlines. The chief virtue of this headline is its curiosity value. The desire to be one of the “in” group. I’d probably have to work like hell or try to sell some useless junk to my relatives and friends at five times their value. A variation is to put advertislng words “at last” at the end of your headline, like this: Perhaps in years to come, even more advertisers will use scientific methods.


The 35 Headline Formulas of John Caples

Surely lohn Caples smiles down from copywriters’ heaven! Another important point, which has not been mentioned, is believ- ability.

I hate that face! Unless enough “prospects” are transformed into “customers,” your ad has failed, no matter how creative.

First, test to your own “house” list of proven, satisfied direct response buyers. The subhead offers a possible answer without promising what it can’t deliver. Exactly like the headlines in newspaper stories and articles, they are the telegraphic messages that the advertiser puts into big print for the public to read what follows.

It gets the reader into the copy Another virtue of the headline is its appeal to the self-interest of the reader. Yet actual sales results showed that the second headline was more effective.

This book is a classic for people who want to understand advertising and what is required to advertise in any medium. To keep the tracking — and understanding — of test results simpler, use letters rather than numbers for changes on specific ads: The second advertisement speaks in general terms about the value of business training.

There is also curiosity value in this headline. It tells what their incomes were before they took the course and what their pre- sent incomes are. Suppose you are looking through a newspaper. And who wants to read a sales talk? Comments Absolutely spot on. 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.

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