Tested Advertising Methods

by John Caples

 While John Caples is a legend and master of the past, his “Tested advertising methods” are as much, if not more relevant today in the internet age. Caples specialized in split run or otherwise tested print advertising, and after the years, learned a lot. This book is a well written though guide, and while it is focused on print advertising, there are many methods and ideas here for internet marketers.

 Caples conclusions, which continue to be confirmed in internet marketing are:

• The key to success lies in perpetual testing of all of the variables. Included are “17 ways to test advertising”, many of which can be added to analytics or standard online marketing methods – split 1-800 numbers or coupons & offers.

   

• The Headline is the most important element in most advertising. The best ones appeal to self interest, give news, or pique curiosity. Create an offer of something people want. Combine them if you can. Suggest “quick' and 'easy'. As headlines are so important, there is extensive (5 chapters) discussion of how to write great headlines.

   

• 'The Appeal' – the reason for buying, is also crucial, and should echo or reflect the headline.

   

• The first paragraph must be engaging, and catch attention – perhaps by challenging ideals or telling a story. Keep it short, expand on the headline, and focus on benefits.

   

• Long headlines that say something are more effective than short ones that say nothing.

   

• Specifics are more believable than generalities. What you say is more important than how you say it.

   

• Long Copy sells more than Short Copy. The more you tell, the more you sell. Those who are truly interested in your product or message will read to the end. Include lots of facts.

   

• Chapter 11 is “20 ways to increase the selling power of copy” including “use subheadings”, “put captions under illustrations, use simple style and simple words, and urge the reader to act.

   

• Chapter 13 is “32 ways to get more inquiries from your advertising” including mentioning the offer in the headline or subheading, include pictures, testimonials, (testimonials with pictures look better) coupons, and urge immediate action.

   

• Design and artistic qualities should be focused around getting attention and the selling point.