Published for the first time in — way before anyone ever imagined the Internet, let alone marketing 2. As if to underscore this point, Caples starts off by observing that more than one fifth of his book deals exclusively with how to write headlines. In fact, the headline is what you should be spending most of your time on. The success of an entire advertising campaign may stand or fall on what is said in the headlines….
|Published (Last):||5 April 2015|
|PDF File Size:||13.63 Mb|
|ePub File Size:||1.37 Mb|
|Price:||Free* [*Free Regsitration Required]|
Which of our ads will work best, where, when and why? Should how we recruit donors via direct marketing be guided by opinion, or fact? Book review by Ken Burnett, writer, publisher, motivational speaker and occasional fundraising consultant.
Both were run in the same publication. Both had photographic illustrations. Both had carefully written copy. The difference was that one used the right appeal and the other used the wrong appeal. Home page. Recent blogs. Article archive. Is this book worth bothering with now? Well, if more fundraisers were familiar with its principles more charities would be more effective. Donors would be cheaper to recruit and would stay longer.
Ken Burnett can be followed by clicking the button above. Books by Ken. Sign up here for free notification of future articles and opinions from Ken Burnett.
An organisation I know well and respect hugely ran an ad recently that caused me to hang my head in despair. The appeal and the offer were wrong, the language was wrong, the headline was wrong, the call to action was wrong. Only a fool would run such an ad. It provided the spur I needed to write this review.
To say its views and approaches could transform donor recruitment in the second decade of the 21st century is no hyperbole. Its language is clunky and arcane. Its style and examples are very American. Since it first made its appearance the world has undoubtedly changed in many ways, except perhaps in those that really matter most to the serious direct marketer. For the principles that underpin this book are solid gold. In a meeting room in a far corner of the world the leadership of an international NGO is gathered to review and decide their strategy.
But When I Started to Play! Or is it something best left to gut feeling, prejudice or instinct? Caples made his considerable reputation on the difference. He was appalled at the number of advertising decisions based solely and almost invariably wrongly on uninformed opinion. Few clients know much about testing and even fewer can keep their opinions to themselves.
Thankfully though there are just as many eager young entrants to our profession who do want to learn what will make most difference. The challenge is to make sure that their leaders understand and appreciate this stuff enough to make sure that their staff get it too, in sufficient breadth and depth to keep this vital knowledge and its procedures alive.
Ken Burnett has never won a Caples award, though he has tested and refined advertising results for several organisations so successfully that they've grown enough for fundraisers the world over to seek his advice on effective communication over more than 35 years.
The cornerstone of his career he ascribes to the subject matter of this little book — tested advertising methods. John Caples wrote this game-changing book in when he was already a legend in direct marketing copywriting.
In his early career he cut his teeth writing ads for hair-growers, fat-reducers, dandruff-removers and books on mental healing and personal magnetism. You can opt out at any time. He is also a commissioner on the newly appointed Commission on the Voluntary Sector and Ageing.
All blogs Archive. Blog 29 Sept
4 Copywriting Lessons From John Caples’ Tested Advertising Methods
Get the Fourth Edition or earlier. The Fifth Edition was published after Caples' death and was much watered down and muddied by the editors. I doubt Caples, who spent decades refining this book during his lifetime, would have approved of it. Didnt think that a book on proven advertising methods would have some valuable ideas for me. I do a lot of direct mail and needed some ideas on how to differentiate my methods over direct competitors He is a member of the Copywriters's Hall of Fame.
Tested Advertising Methods
Which of our ads will work best, where, when and why? Should how we recruit donors via direct marketing be guided by opinion, or fact? Book review by Ken Burnett, writer, publisher, motivational speaker and occasional fundraising consultant. Both were run in the same publication. Both had photographic illustrations.
Goodreads helps you keep track of books you want to read. Want to Read saving…. Want to Read Currently Reading Read. Other editions. Enlarge cover.