Super Copywriting Tips from the Master - John Calpes

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Super Copywriting Tips from the Master - John Calpes by Mind Map: Super Copywriting Tips from the Master - John Calpes

1. About

1.1. Mind Map Created by Mark Call - visit for More Great Information About Marketing!

1.2. John Caples - (1900-1990) click [+] for mor information on this great Copy Writer!

1.2.1. For more than 50 years, John Caples served as one of advertising's most effective copywriters. Caples mastered results-oriented mail-order copy at Ruthrauff & Ryan, where he wrote, arguably, the 20th century's most successful such ad: "They laughed when I sat down at the piano -- but when I started to play!" The U.S. School of Music ad dramatically exemplified Caples' belief that people yearn to be carefree and popular. As a teacher, lecturer and writer, he stressed simplicity and "getting to the point quickly." He joined what became Batten, Barton, Durstine & Osborn in 1927, where he served almost to the end of his days. (Source -

1.3. Research originally found in an Artical written by Clayton Makepeace "The Total Package -

2. Three-Step Approach to Creativity

2.1. 1. Capture the prospect’s attention

2.1.1. Nothing happens unless something in your ad, your mailing, or your commercial makes the prospect stop long enough to pay attention to what you say next.

2.2. 2. Maintain the prospect’s interest.

2.2.1. Keep the ad, mailing, or commercial focused on the prospect, on what he or she will get out of using your product or service.

2.3. 3. Move the prospect to favorable action.

2.3.1. Unless enough “prospects” are transformed into “customers”, your ad has failed, no matter how creative. That’s why you don’t stop with A/I/A (Attention, Interest/Action), but continue right on with testing.

3. Five Rules for Writing Great Headlines:

3.1. 1. First and foremost, try to get self-interest into every headline you write. Make your headline suggest to the readers that here is something they want. This rule is so fundamental that it would seem obvious. Yet the rule is violated every day by scores of writers.

3.2. 2. If you have news, such as a new product, or a new use for an old product, be sure to get that news into your headline in a big way.

3.3. 3. Avoid headlines that merely provoke curiosity. Curiosity combined with news or self-interest is an excellent aid to the pulling power of your headline, but curiosity by itself is seldom enough. “This fundamental rule is violated more often than any other. Every issue of every magazine and newspaper contains advertising headlines that attempt to sell the reader through curiosity alone.

3.4. 4. Avoid, when possible, headlines that paint the gloomy or negative side of the picture. Take the cheerful, positive angle.

3.5. 5. Try to suggest in your headline that here is a quick and easy way for the readers to get something they want.

4. 9 Ways to Increase the Selling Power of Your Copy

4.1. 1. Use Present Tense, Second Person

4.2. 2. Use Subheads

4.3. 3. Give Free Information

4.4. 4. Arouse Curiosity

4.5. 5. Make Your Copy Specific

4.6. 6. Use Long Copy

4.7. 7. Write More Copy Than Is Necessary To Fill The Space

4.8. 8. Get Help From Others

4.9. 9. Make Every Advertisement a Complete Sales Talk

5. 35 Ways to Write a Headline

5.1. 01-05

5.1.1. 1. Begin your headline with the word “Introducing.”

5.1.2. 2. Begin your headline with the word “Announcing.”

5.1.3. 3. Use words that have an announcement quality.

5.1.4. 4. Begin your headline with the word “New.”

5.1.5. 5. Begin your headline with the word “Now.”

5.2. 06-10

5.2.1. 6. Begin your headline with the words “At last.”

5.2.2. 7. Put a date into your headline.

5.2.3. 8. Write your headline in news style.

5.2.4. 9. Feature the price in your headline.

5.2.5. 10. Feature reduced price.

5.3. 11-15

5.3.1. 11. Feature a special merchandising offer.

5.3.2. 12. Feature an easy-payment plan.

5.3.3. 13. Feature a free offer.

5.3.4. 14. Offer information of value.

5.3.5. 15. Tell a story.

5.4. 16-20

5.4.1. 16. Begin your headline with the words “How To.”

5.4.2. 17. Begin your headline with the word “How.”

5.4.3. 18. Begin your headline with the word “Why.”

5.4.4. 19. Begin your headline with the word “Which?”

5.4.5. 20. Begin your headline with the words “Who else.”

5.5. 21-25

5.5.1. 21. Begin your headline with the word “Wanted.”

5.5.2. 22. Begin your headline with the word “This.”

5.5.3. 23. Begin your headline with the word “Because.”

5.5.4. 24. Begin your headline with the word “If.”

5.5.5. 25. Begin your headline with the word “Advice.”

5.6. 26-30

5.6.1. 26. Use a testimonial-style headline.

5.6.2. 27. Offer the reader a test.

5.6.3. 28. Use a one-word headline.

5.6.4. 29. Use a two-word headline.

5.6.5. 30. Use a three-word headline.

5.7. 31-35

5.7.1. 31. Warn the reader to delay buying.

5.7.2. 32. Let the manufacturer speak directly to the reader.

5.7.3. 33. Address your headline to a specific person or group.

5.7.4. 34. Have your headline ask a question.

5.7.5. 35. Offer benefits through facts and figures.

6. Most Effective Sales Appeals to Increase sales

6.1. • Make more money

6.2. • Save money

6.3. • Retirement security

6.4. • Better health now

6.5. • Health care security

6.6. • Security in old age

6.7. • Advance in profession or trade

6.8. • Prestige

6.9. • Enjoyment

6.10. • Easier chores

6.11. • Gain more leisure

6.12. • Comfort

6.13. • Reduce fat

6.14. • Freedom from worry