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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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The advertisement bearing this headline was highly successful and was repeated many times. Does the headline, “Put Up. Those who are continually testing their advertise- ments to find out how much actual business each advertisement brings in, for example, mail order advertisers, classified adver- tisers, and department stores.

Use words that have an announcement quality 4. One aid to believability is to use specif- ic figures. I thought I was learning the rules of the business. Placing the headline beneath the main illustration and putting the product name in both captions are selling bonuses too often forgotten. Offer benefits through facts and figures. Actually try to discover in your own mind what argument would make you, the writer of the headline, part with good money in order to buy the product or service you are advertising.

Some advertisers do this in the mistaken notion that it is smart, modern, and sophisticated. The unsuccessful headlines were not written without a strong appeal, but it was the wrong appeal for that product and that audience.

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

The self-interest element is expressed in the words “Home Money-Making Plan. Here is the actual advertisement: But now make a small change in Ad No.

An artist might favor blue tewted in advertising because blue was his current fiancee’s favorite color. We must all be grateful that he not only did, but also shared it teste us. The following curiosity headline and logotype company name convey practically no message to the newspaper glancers who read only the large print: B’s Toothpaste comes in a specially patented tube, the cap of which is fastened to the tube and cannot be lost It is obvious that Ad No.


The consumer direct-by-mail magazine advertising in which Caples found success and fame has changed little in the past 50 methos. Thus, the equivalent of the one-word Hernia now uses the two-word headline: In other words, you are not only testing individual newspapers or radio stations against one another, you are, at the same time, testing newspapers as a class against magazines against direct mail, and so on, to learn how they rank in providing cost-effective sales results.

So you get a balanced advertizing on both sides, and how they relate.

The advertiskng are not buyers. For example, the aforementioned headline selling a memory course contains the word xdvertising in the headline. But in post- World War I, as in the s, the Navy was downsizing.

I tried to remember the rules they laid down. Simply take a set of proofs and mark in the comer avertising each proof the number of replies or the amount of sales brought in by that advertise- ment. Some of the unsuccessful advertisements had it in the copy. Put the headline under the picture and give the same code to the number and the coupon. Let us, therefore, examine the headline and see what special qualities it possesses.

Faced with this problem, learn from those who have tested and apply their results.

Book Store Logo 64 Chapter 5 A valid argument pre- sented in blunt language will sway the reader more than a less valid argument beautifully presented. The advertising profession is an integral part of the life of a free nation. The purpose of headlines must be to convey a message to people who read only headlines, then decide whether or not they will look at the copy.


Too often the speakers were stat- ing daples they mistook for facts. A great many people think they have poor memories.

Tested Advertising Methods : John Caples :

Some 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. Ratings and Reviews Write a review. Insurance companies, banks, investment plans, stockbrokers, and many others all use the money appeal in one way or another.

Not too long ago, an advertisement like the following usually brought results: They are as true today as when he first shared them. This is accomplished employing formula num- ber Get your copy to find out: Advertising juries are usually composed of men and women who want to raise the image of the advertising busi- ness. Avoid headlines that merely provoke curiosity.

Tested Advertising Methods

Advertising effectiveness can usually be judged only by cappes or by some action that may lead to a sale, such as writing for a booklet or a sample. They say nothing, mean nothing, sell nothing. The copy ran to four typewritten pages, single-spaced.

Be the only supplier to use consumer advertising to speak directly to prospective advertissing new mothers. Therefore, get the customer’s reaction today by showing your headlines to someone else. Do not try to make your headline so short that it fails to express your idea properly.