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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This headline also contains curiosity appeal. But when I started to play!

Why is it that self-interest headlines are best and the curiosity headlines only third best? It was an advertisement for a household insect repellent showing a picture of a woman smiling and winking one eye. Do they give news?

Want to Read saving…. In that case, you can use a two-word headline. They will not use up their valuable time try- ing to figure out what you mean. The money appeal, one of the most effective of all, can be employed in a number of ways. But don’t just look at them; make a checklist like the one below and document everything that is different, or remains the same, ad by ad: If you have time to write as many as 25 headlines, you increase still further your chances of writing a good one.

Feature a special merchandising offer. The trouble with the first method is that a long headline all print- ed in the same size type gives the effect of a gray tone across the page. RowlingHardcover These 8 headline formats deliver because they do a fantastic job at arousing curiosity.

This item may be a floor model or store return avertising has been used. XV xvi Introduction to the Fifth Edition In five typewritten pages she pointed out a variety of negative fac- tors about his employment future. Begin Your Headline with the Words “How To” Certain key words in headlines not only increase readership, but also have a beneficial effect on advrrtising by forcing them to write copy that is in the proper groove.


Note the frequent use of specific figures in the aforementioned successful headlines.

Make eight words do the work of eight hundredl While not technically a “rebus,” the use of the illustrations in Hudson’s ad has much the same effect by “telling” the breadth of the clearance without having to go into wordy detail. Avoid the “dead” headline— the type of headline that sounds as if it were written to be carved on a bronze tablet or uttered in a solemn conclave by the chairman of the board of directors.

It enables you to separate the wheat from the chaff, the sheep from the goats, the winning ideas from the duds. Naturally, this is an attractive offer.

Correspondence schools did well. When that is not the case, begin by learning about the product or service.

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

It’s so unnecessarily ugly. And they both had the same copy appeal. Were you aware that your link to tested advertising goes to the red cover fifth edition? It competes with news and articles and other headlines in caplws out readers. Using Caples as its copywriting bible, this “totally reengineered” advertixing is proving cxples all-time winner!

For example, a beautiful, four-color pic- ture of a bowl of delicious peaches with the name Del Monte at the bot- tom of the page conveys a message without a headline. Thus, the multibook ads were not only successful in themselves, but also became successful low-cost tests for what sold in different media. Depending on the increase in sales, additional, more widespread tests will check the results before the new ads are “rolled out”; that is, run nationally.


It appeals to the readers’ keen interest in themselves.

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

Brevity in headlines may be an excellent quality, but it is not so important that all else should be sacrificed for it. Headlines advertisjng are merely a statement of fact are not effective in getting people to read copy. Use a One-word Headline Advertisers who run small ads are sometimes able to find a single caplex that can serve as a headline. The second headline produced far more inquiries and orders.

Put half the headline in larger or bolder type and subordinate the rest of it. For technically sophisticated products, use an audience famil- iar with the field. Here is headline No.

Notice that the emphasized words are words that mean something. Another for my ready reference shelf. Chapter l To explain the scientific principles of advertising that have been learned by advertisers who know by actual test which kind of advertisements sell the most methodz, which headlines attract the most readers, which publications are best, and which kind of advertising illustrations and layouts are most effective.