I finally got around to summarizing John Caples' book "Tested Advertising Methods" for my own reference. I thought I might as well share...
This is not a substitute for reading it, but if I've missed anything critical, let me know.
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Chapter 1 - New Advertising Strategy
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Chapter 2 - The Most Important Part of an Advertisement
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Chapter 3 - Headlines that Attract the Most Readers
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Chapter 3 is mostly cover case studies of headlines. Here are some of the take aways:
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Chapter 4 - Right and Wrong Methods of Writing Headlines
===============================================
Looking at 10 headlines that didn't work well we learned a few things:
Chap 5 - 35 Proven Formulas for Writing Headlines and Direct Mail Teasers
===============================================
Proven headline ideas... don't feel limited this is just a place to start.
Chapter 6 - Finding the Right Appeal
===============================================
Appeal in the headline is critical to a successful ad.
Chapter 7 - Tested Advertising Versus Untested Advertising
===============================================
If you don't "test", advertising is easy since you just focus on layout and don't care about results. This is the case for many advertisers.
Advertisers who test know that ads work better on rainy day when people read more, which ads actually perform better, etc.
Here's a cool pre-testing idea: put up posters in a public area and see how much attention they get.
Some key points in this chapter were: test, base ads on results not being fancy or clever
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Chapter 8 - How to put Enthusiasm into Advertising Copy
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Chapter 9 - How to Write the First Paragraph
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Advertising is "Salesmanship in Print". If you see a TV while window shopping and you want to know about the number of channels, resolution, etc... what would you think of a salesmen that says "This is an age of beauty... charm... style..."? It has nothing to do with anything!
More headline ideas:
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Chapter 10 - Right and Wrong Methods of Writing Copy
===============================================
Use copy that is:
Chapter 11 - Twenty Ways to Increase Selling Power of Copy
===============================================
Use:
Present tense 2nd person, subheads, captions with images, simple writing, simple words, free information in your copy (prior to sales talk),
selling copy not stylish copy, curiosity, specificity, long copy, fill all advertising space, avoid helping your competitors, over statements, complete sales pitch, call to action
Don't Use:
Trick slogans, saying you will be contacted by a salesman
This is not a substitute for reading it, but if I've missed anything critical, let me know.
===============================================
Chapter 1 - New Advertising Strategy
===============================================
- Types of Advertisers: The testers, The non-testers
- Many advertisers advertise based on opinion not on what sells!
- How to plan a campaign: 1) Initial Testing 2) Expand testing of winners 3) Learn from the results
- If you can't pretest, learn what works for other people (facts not opinions): Where, when & what to advertise (3-W's)
- How to measure results: # of sales increase?, split test ideas in different cities and compare, use key numbers for tracking (we call this a "Sub ID")
- More inquiries equals more sales (unless you're using eye candy such as Sex, coupons, etc.)
Chapter 2 - The Most Important Part of an Advertisement
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- The headline is critical. People only read the copy if the headline is good.
- Usually write the headline first unless you don't know the market. Then writing the copy can help brainstorm. A good headline should make the copy easy to write.
- Winning headlines are usually 1) Self-interest 2) News 3) Curiosity (but curiosity by itself doesn't always translate into sales)
- Target your audience in your headline
- Does your headline stand on its own? It should!
Chapter 3 - Headlines that Attract the Most Readers
===============================================
Chapter 3 is mostly cover case studies of headlines. Here are some of the take aways:
- Try combing attributes of winning headlines (self-interest and curiosity for example)
- Use a magic bullet. Tell them how quick and easy it is.
- Engage your reader to the point they have to read the copy. For example by asking a question they think they know the answer to or want to know the answer to. This also addresses self-interest because they think they will find the answer by reading on.
- Target your market
- The most successful case study headlines were 1) Self-interest 2) News 3) Curiosity 4) Quick and Easy
- The headline must also be believable. This can be helped by using exact figures such as $3,643.
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Chapter 4 - Right and Wrong Methods of Writing Headlines
===============================================
Looking at 10 headlines that didn't work well we learned a few things:
- They were curiosity based, none were news, none were self interest, several were negative (My horrible experience was...)
- You should 1) Use self interest whenever possible 2) If it's news use it in a big way 3) Don't just use curiosity by itself 4) Be positive & cheerful 5) Suggest a quick easy solution
- What headline would convince you to buy?
- Understandable headlines are better than short headlines
- Avoid "dead" headlines (like what you might find on a bronze tablet: true optimism, unusual times...)
- Don't be clever or too smart
- Don't write meaningless headlines, they should stand on their own
- Suggest the copy has useful information
- Put the point in your headline, don't save it until the end
- Spice up a self-interest headline with curiosity (but of course don't use curiosity by itself)
- Don't just state a fact. It is good because it gets the point across but it won't draw readers into the copy (they already know what it's going to say)
- The company logo or name has an effect on the headline (Macy's vs. First National Bank for example would make you read the headline read differently)
- The picture effects how the headline is read
- Make sure your headline is not "Hard to grasp"
- Always use headlines except in extreme circumstances, with a great picture and only if you know what you're doing
- Write one or two dozen headlines and then choose the best one
- Be careful of headlines with double meanings, make sure your audience understands
- In a long headline you can emphasize a few words but make sure those words mean something
Chap 5 - 35 Proven Formulas for Writing Headlines and Direct Mail Teasers
===============================================
Proven headline ideas... don't feel limited this is just a place to start.
- Use news
- Start headlines with: Introducing, Announcing, New, At Last, How to, How, Why, Which, Who else, Wanted, This, Because, If, Advice
- Make your whole headline an announcement
- Put a date in your headline
- Feature: price, reduced price, easy payment plan, free offer
- Use a merchandising offer (one that initially loses you money but gains business)
- Offer information of value
- Tell a story
- Use a testimonial style headline
- Offer a test
- Try using one, two, and three word headlines
- Warn to delay buying (don't buy...)
- Let the advertiser talk directly
- Address a specific person or group
- Ask a question
- Offer benefits through facts and figures
Chapter 6 - Finding the Right Appeal
===============================================
Appeal in the headline is critical to a successful ad.
- Classic appeals: Sex, greed, fear, duty/honor/professionalism
- 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
Chapter 7 - Tested Advertising Versus Untested Advertising
===============================================
If you don't "test", advertising is easy since you just focus on layout and don't care about results. This is the case for many advertisers.
Advertisers who test know that ads work better on rainy day when people read more, which ads actually perform better, etc.
Here's a cool pre-testing idea: put up posters in a public area and see how much attention they get.
Some key points in this chapter were: test, base ads on results not being fancy or clever
===============================================
Chapter 8 - How to put Enthusiasm into Advertising Copy
===============================================
- Be enthusiastic!
- Warm up by writing down your ideas
- Carry a writing pad with you so you can write down ideas when inspiration hits
- Write fast to get some sizzle and then get rid of ideas that don't work later. Putting life into dead copy is impossible, taking out life is easy.
Chapter 9 - How to Write the First Paragraph
===============================================
Advertising is "Salesmanship in Print". If you see a TV while window shopping and you want to know about the number of channels, resolution, etc... what would you think of a salesmen that says "This is an age of beauty... charm... style..."? It has nothing to do with anything!
More headline ideas:
- Try writing "This is a book/story about" followed by your headline.
- Readers Digest Headlines: Interrupt, Shock, News, Preview, Quotation, Story
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Chapter 10 - Right and Wrong Methods of Writing Copy
===============================================
Use copy that is:
- Straight forward, a story, "you and me", imaginative, factual, factual plus style, forthright (admit weaknesses), a signed statement, teaser (discourage: "don't read this"), farticle ads in newspapers, competitive (our product is better)
- Card copy (short copy that could fit on a business card), clever, humor, extravagant, unbelievable
Chapter 11 - Twenty Ways to Increase Selling Power of Copy
===============================================
Use:
Present tense 2nd person, subheads, captions with images, simple writing, simple words, free information in your copy (prior to sales talk),
selling copy not stylish copy, curiosity, specificity, long copy, fill all advertising space, avoid helping your competitors, over statements, complete sales pitch, call to action
Don't Use:
Trick slogans, saying you will be contacted by a salesman
.
