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.

Author: Jumi Akirisar
Country: Bermuda
Language: English (Spanish)
Genre: Travel
Published (Last): 17 September 2014
Pages: 319
PDF File Size: 11.10 Mb
ePub File Size: 12.71 Mb
ISBN: 527-7-57706-981-4
Downloads: 32028
Price: Free* [*Free Regsitration Required]
Uploader: Nikojas

Take the cheerful, positive angle. I hope this edi- tion conveys them.

The 35 Headline Formulas of John Caples

Brevity in headlines may be an excellent quality, but it is not so important that all else should be sacrificed for it. A valid argument adveetising sented in blunt language will sway the reader more than a less valid argument beautifully presented.

Advertising juries are usually composed of men and women who want to raise the image of the advertising busi- ness. Put the headlines away and read them over the next day.

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. Suppose the advertisement telling you about the cap that cannot be lost is a handsome four-color job with caplew expensive painting for an illustration. Not just — or even primarily — the physical act, but also love, affection, friendship.


The method is apparently quick because the headline says it takes only daples days. Although many newspaper and magazine advertisers still ignore John Caples’ principles of scientific advertising, the data-based community has boomed, building upon and practicing what he preached.

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

With everything done right, no wonder this became one of the top Smith Barney lead-generating ads in ! Apr 19, Kevin rated it it was amazing. Two of the headlines were news headlines. Since many respondents lived in upscale New Jersey communities, the schedule was expanded to include their suburban papers.

John Baenisch, Lavonne Hanshaw Art: Tedted Edition Professional Paperback Textbooks. Here are the qualities: Feature the price in your headline. Do not run advertisements without headlines.

Tested Advertising Methods

Now let us look at the testted side of the picture. The next step should be to find a scientific method of testing the real strength of the different advertisements and the various advertising media, such as publications, broadcasting, direct mail advertising, and so on.

Comments Absolutely spot on. Put a date into your headline.

The book in it self is a resource you can come back to and read again and again. Probably because somewhere, somehow, some advertisers or copywriters thought they were clever and cleverness would lead to readership and sales. Here are some much more believable money headlines for today: He has stuck to his knitting — for 49 years.

Full text of “Tested Advertising (PDFy mirror)”

Here, in alphabetical order, are the advertisers that illustrate this new edition. Avoid the “hard-to-grasp” headline — the headline that requires thought and is not clear at first glance. Here is the headline of an advertisement that was tested by a correspondence school: Rescue came in the form of Dr.


They haven’t a chance. Below is an example of a modern parallel — a poor advertisement for an advertising consultant.

What has changed is the transformation of “direct-by-mail” and “direct mail” into Data-based Direct Response Selling. I’ve seen the tired, worried lines in your face that prove it. They will eagerly read advertisements that tell them how to do the things they want to do. The best headlines are the ones that aim at a specific audience and offer that “target market” something its readers want and want mehhods.

When I worked advertisihg the advertising industry this was one of my bibles. Faples have worked hard. Read, highlight, and take notes, across web, tablet, and phone. This item doesn’t belong on this page. The first four words uttered, “Let there he light,” constitute its character All nature is vibrant with its impulse.

Art Paperback Books Revised Edition. Therefore, it is possible to get high readership by writing your ad in the form of a helpful article. Haven’t the years flown by!