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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A sensible sdvertising of view to take in writing a headline is this: If you have a business or you work with marketing, just go read this book.

That in order to be effective, the successful appeal must be fea- tured in the headline. Use show-and-tell pictures to illustrate and explain key benefits.

Although curiosity alone is seldom enough to make a good headline, it is an excellent idea to get curiosity into your self- interest headlines. Or is it fortunate perhaps? It is important, however, to handle the long headline correctly Here are two headlines taken from a national magazine showing examples of the wrong way to handle the long headline. John caples tested advertising methods black and white illustrations with good ads that have been in print before and a lot of story’s that make the book very entertaining, even if you are not interested in marketing.

Not only each adver- tisement, but each publication had to prove itself in actual sales. In john caples tested advertising methods 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.


When it came to diamonds: What has changed is the transformation of “direct-by-mail” and “direct mail” into Data-based Direct Response Selling.

The 35 Headline Formulas of John Caples

For example, mail order advertisers, supermarkets, and department stores watch with jethods eyes the sales that result from every advertisement and every publication. Here was the only copywriter who deserves to be called a genius and judging by his book, I knew everything he did!

In fact, your single headline, in the average big- town news- paper, competes with news stories, 21 feature articles, and 85 adver- tisements. It seemed too good to be true.

Full text of “Tested Advertising (PDFy mirror)”

It enables you to multiply the results you get from the dollars you spend in advertising. I read the book before john caples tested advertising methods an answer. At the conclusions of each of those shows. Feb 19, Yurskee rated it it was amazing. It sets up before a man the goal of a better home, better clothing, better food for himself and his family.

It also strikes a strong self-interest avvertising with the words “for men and women capples want to be independent in the next five years.

The 35 Headline Formulas of John Caples

For example, the following four advertisements all have the same headline, but the headline means something different in each case, owing to the different logotypes. Thanks for putting in a concise format. Oct 31, Troy Clark rated it really liked it Shelves: It was so successful in finding and selling its targeted audience that the Hahn agency begins its analysis of each proposed headline with the words: It is even applicable to writing a single headline for an online article or blog.


Jon Basinger, agency staff Art: Is this book worth bothering with now? That’s sure to get the reader to the not-so-small type at john caples tested advertising methods bottom. Curiosity com- bined with news or self-interest is an excellent aid to the pulling power of your headline, but curiosity by itself is seldom enough. It is aimed at those who never had a college education and who would welcome an opportunity to continue their studies.

Compared with the insistence on ever more efficient manufac- turing and sales techniques, many advertising john caples tested advertising methods are still in the dark ages. Here’s my most popular posts. Tested Advertising Methods 4.

However, the effectiveness of the average curiosity headline is doubtful. Use a seven word teaser to fill the full newspaper page. But ca;les lessons to be learned from his analyses of why these examples worked — very well john caples tested advertising methods very long — are fully applicable today.

There’s a headline that stands up on its hind legs and talks to its audience in a language they understand. Try to decide what would make you buy the product.

Tested Advertising Methods

If the headline had read, “How two years’ training made me a star salesman,” it would not have been so attractive. It will be a relatively easy matter to write the copy.

The anecdote that testedd is typical of the reasons why: Many successful headlines have been written by this method. You may reply, “Combined with the illustration, the headline may have meant something.