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


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

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

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

Three-Step Approach to Creativity

1. Capture the prospect’s attention

2. Maintain the prospect’s interest.

3. Move the prospect to favorable action.

Five Rules for Writing Great Headlines:

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.

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. 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.

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

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

9 Ways to Increase the Selling Power of Your Copy

1. Use Present Tense, Second Person

2. Use Subheads

3. Give Free Information

4. Arouse Curiosity

5. Make Your Copy Specific

6. Use Long Copy

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

8. Get Help From Others

9. Make Every Advertisement a Complete Sales Talk

35 Ways to Write a Headline








Most Effective Sales Appeals to Increase sales

• Make more money

• Save money

• Retirement security

• Better health now

• Health care security

• Security in old age

• Advance in profession or trade

• Prestige

• Enjoyment

• Easier chores

• Gain more leisure

• Comfort

• Reduce fat

• Freedom from worry