Book Summary 10: Tested Advertising Methods

In my opinion, one of the most underrated business skills is copywriting. Good copywriting alone can be the difference between successful and failed businesses.

One of the best books I have read on this topic is John Caples’ book “Tested Advertising Methods”. It gives a good framework for understanding how to write an ad or the text for a sales page, or even the subject line for an email.

Here’s the brief summary…

  • There are two types of advertisers: those who test their ads, and those who do not.
  • How to plan a campaign: 1) Initial Testing 2) Expanded testing of winners 3) Learn from the results
  • You must learn from what really works, and not on opinions.
  • You can use split-testing (two different versions of your ads to different audiences) to see which one works better. (This is especially easy now in the digital world.)

 

  • The headline (or subject line) is critical. Nobody will read the rest if the headline is not good enough!
  • A good headline should be simple and easy to read.
  • The best headlines have usually one these attributes
      1) Self-interest (benefit to the user)
      2) News (announcing something new)
      3) Curiosity (enticing them into reading the rest of the copy)
  • However, curiosity on its own usually does not work.

 

  • You must be specifically targeting your audience in the headline. For example, if you’re selling dandruff shampoo your headline must make it clear what it’s for. It should segregate the others (who do not have dandruff) from your target market (those people who do have dandruff.)
  • Try combing two or attributes of winning headlines (such as self-interest and curiosity for example)

 

  • Headlines which make it seem that the problem of your reader can be quickly and easily solved work better. (example: Learn to speak fluent English in 20 days!)
  • The headline or subject line should engage the reader to want to read more. A good tool to do this is by asking questions. (Example: Do you want to get fluency in spoken English quickly?)

 

  • The headline should also be believable. Using specific numbers helps. (“9923 people have already tried this” is more believable than “10000 people have already tried this”.
  • Advertising is not the same as writing poetry. It’s aesthetics or skills are secondary to the sales or leads it generates. Don’t make it too clever or smart! Your headline should be easy to grasp.

 

  • The author suggests we write one or two dozen headlines and then choose the best one.
  • An ad should also have an appeal to the audience. Some of the classic appeals are: Sex, greed, fear, duty/honor
  • Other appeals: Make more money, save money. retirement security, better health now, health care security, security in old age, advance in profession, prestige, enjoyment, easier chores, gain more leisure, comfort, reduce fat, freedom from worry

You may also like...

36 Responses

  1. Akshay Trivedi says:

    Brilliant. Copy writing is critical!

  2. Avni Patel says:

    Thanks sir!! 🙂

  3. Hi there, its nice post concerning media print, we all know media is a enormous source of
    data.

  4. When I originally commented I clicked the “Notify me when new comments are added” checkbox and now
    each time a comment is added I get three e-mails with the same comment.
    Is there any way you can remove me from that service? Appreciate it!

  5. Howdy! I could have sworn I’ve visited this web site before but after looking
    at many of the articles I realized it’s new to me.
    Nonetheless, I’m definitely pleased I came across it and I’ll be bookmarking it and checking back often!

  6. My brother suggested I might like this website. He was
    entirely right. This post truly made my day.
    You can not imagine just how much time I had spent for this information! Thanks!

  7. Heya i’m for the first time here. I found this board and I
    find It really useful & it helped me out a lot. I hope to give something back and aid others like you helped me.

  8. g says:

    Thanks for sharing your thoughts. I truly appreciate your efforts and I
    will be waiting for your further post thank you once again.

  9. oprolevorter says:

    Hi, Neat post. There is a problem along with your website in internet explorer, may check this… IE still is the marketplace chief and a good portion of folks will pass over your fantastic writing due to this problem.

  10. Thank you, I have recently been searching for
    information approximately this subject for ages and yours is the best I have came
    upon till now. However, what concerning the conclusion? Are you positive concerning the source?

  11. Hurrah! Finally I got a website from where I be capable of
    in fact obtain helpful data regarding my study and knowledge.

  12. I’m really enjoying the theme/design of your website. Do you ever run into any internet browser compatibility issues?
    A handful of my blog visitors have complained about my site not working correctly in Explorer but looks great in Safari.

    Do you have any recommendations to help fix this problem?

  13. Do you mind if I quote a few of your posts as long as I
    provide credit and sources back to your webpage? My blog site is in the very same niche as yours
    and my visitors would definitely benefit from some of the information you provide here.
    Please let me know if this ok with you. Thank you!

  14. Greetings! Very helpful advice in this particular article!
    It’s the little changes that produce the largest changes.
    Thanks a lot for sharing!

  15. I am sure this piece of writing has touched all the internet users, its really really good post on building up
    new web site.

  16. We stumbled over here by a different web address and thought I might check things out.
    I like what I see so now i’m following you.
    Look forward to looking into your web page for a second time.

  17. I love looking through an article that will make people
    think. Also, thank you for allowing me to comment!

  18. Hi there, I would like to subscribe for this web site to take most recent updates, thus where can i do it
    please assist.

  19. It’s nearly impossible to find well-informed people for this
    subject, but you seem like you know what you’re talking about!
    Thanks

  20. Today, I went to the beachfront with my kids.
    I found a sea shell and gave it to my 4 year old daughter and said “You can hear the ocean if you put this to your ear.” She placed the shell to her ear and screamed.
    There was a hermit crab inside and it pinched her ear.
    She never wants to go back! LoL I know this is completely off topic
    but I had to tell someone!

  21. Hey I know this is off topic but I was wondering if you knew of any widgets I could add to my blog that automatically tweet my newest twitter updates.
    I’ve been looking for a plug-in like this for quite
    some time and was hoping maybe you would have some experience with something like this.
    Please let me know if you run into anything. I truly enjoy reading
    your blog and I look forward to your new updates.

  22. Hi everyone, it’s my first visit at this web site, and article is in fact fruitful
    in favor of me, keep up posting these content.

  23. I do not even know the way I finished up here,
    however I believed this post was once good. I do not realize who you are however
    certainly you’re going to a well-known blogger should you aren’t already.

    Cheers!

  24. I really like your blog.. very nice colors & theme.
    Did you design this website yourself or did you hire someone to do it for you?
    Plz answer back as I’m looking to construct my own blog and would like to find
    out where u got this from. thanks

  25. Amazing! Its truly amazing post, I have got much clear idea about from this article.

  26. You’re so interesting! I do not think I’ve truly read through a single thing like that
    before. So wonderful to find somebody with a few original thoughts on this topic.

    Seriously.. many thanks for starting this up. This web site is one thing that is required on the internet, someone with some originality!

  27. Hello would you mind letting me know which webhost you’re working with?
    I’ve loaded your blog in 3 completely different browsers and I must say this blog loads a lot quicker
    then most. Can you suggest a good web hosting provider
    at a reasonable price? Cheers, I appreciate it!

  28. Write more, thats all I have to say. Literally, it seems as though you relied on the video to make your point.
    You clearly know what youre talking about, why waste your intelligence
    on just posting videos to your site when you could
    be giving us something informative to read?

  29. I was extremely pleased to find this website.
    I wanted to thank you for ones time for this wonderful read!!

    I definitely liked every little bit of it and I have you book-marked to
    see new things on your site.

  30. Wow, marvelous blog layout! How long have you been blogging
    for? you make blogging look easy. The overall
    look of your web site is great, as well as the content!

  31. I also conceive hence, perfectly written post! .

  32. It’s perfect time to make some plans for the
    long run and it’s time to be happy. I’ve read this post and if
    I may just I wish to recommend you some fascinating issues or tips.
    Perhaps you could write subsequent articles regarding
    this article. I want to read more issues about it!

  33. Saved as a favorite, I really like your blog!

  34. Having read this I thought it was very informative. I appreciate you taking the time and effort to put this article together. I once again find myself spending way to much time both reading and commenting. But so what, it was still worth it!

  35. Hi there, I read your blogs on a regular basis. Your writing style is awesome, keep it up!

  36. I really love your website.. Excellent colors & theme.
    Did you create this site yourself? Please reply back as I’m wanting to create my very
    own website and would like to know where you got this from or exactly what the theme is named.
    Thanks!

Leave a Reply

Your email address will not be published. Required fields are marked *