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The Formula for Headline Success

Sean Parnell - Wednesday, July 24, 2019

Tested Advertising Methods by John Capbles

The book Tested Advertising Methods by John Caples is an all-time classic and must read for all marketing professionals.

Though first published in 1932, the fifth edition has been updated so that its even more relevant today and, in our opinion, is relevant for every blog post title and meta description, email campaign subject line and preview test, Google AdWords and other pay-per-click ads, company tag lines, as well as in today’s advertising headlines.

Why is this book so good? Because it takes a simple and powerful approach to writing headlines and other copywriting that generates leads and other results.

3-Step Approach to Headline Creativity

For example, here are John Caples’ three-step approach to creativity:

  1. Capture the Prospects Attention: 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. Maintain the Prospect’s Interest: keep the ad,
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