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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Full text of “Tested Advertising (PDFy mirror)”

This item may be a floor model or store return that has been used. These applications have been added without further comment. The importance of this is far-reaching. There is also new information useful to smaller businesses. Wherever possible, we have identified the men and women who did the ads and direct mail joyn so that they can see their names as well as their work in print.

Build upon testes you learn fi-om testing to create an ever- stronger system that you return to with each new project.

Anyone experienced in advertising can probably guess the plot of this advertisement, yet it proved phenomenally successful. The book in it self is a resource you can come back to and read again and again. Advertising mediums may change, but Caples’ observations about effective messages are evergreen.

Paul Benson, Anne Mclnnis Art: Write fact-packed, benefit- laden copy with a large number that has the same extension as the coupon code. This advertisement rambled on in this strain for several para- graphs.


capled Rescue came in the form of Dr. When to advertise 3. Usually, they just end up confusing everybody and the ad is worthless. Therefore the creation of a personalized approach featuring a single person, Lisa Cooper, with whom the prospects could relate.

As mentioned previously, this partic- ular headline belonged to a couponed advertisement and appeared again and again in many magazines— proof enough of its effectiveness!

The important thing to remember in testing a series of advertise- ments is to keep the booklet, premium, or sample offer subordinated and identical in all advertisements. A sensible point of view to take in writing a headline is this: There’s a headline that stands up on its hind legs and talks to its audience in a language they understand. Find out why and apply it the next time.

On the other hand, if the headline is a good one, it is a relatively simple matter to write the copy. Right and Wrong Methods of Writing Headlines 31 2. They can read about these mistakes in English and learn to avoid them. But now make a small change in Ad No.

The 35 Headline Formulas of John Caples

Oct 06, Perennial Imperium rated it really liked it. An excellent book packed with hands-on, practical information. Practically every major “regular” agency — primarily because of client demand — has established a direct-response division, and smaller direct-response agencies, in-house direct advertisin advertis- ing departments, and one-person do-it-yourselfers now number in the thousands.

It is what you say that counts, not how you say it. Take the time and effort to actually learn it! 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.


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 fails to give you specific facts and figures and proof of results. Eric Zurbuchan, Marc Teeted O.

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

And they both had the same copy appeal. Use a three-word headline. I had prepared 11 magazine full-page ads for a certain client in one year’s time and ana- lyzed the coupon returns from a test point of view. 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. It announces something new.

Just a methpds while we sign you in to your Goodreads account. But what does a solid headline look like? But When I Started to Play!