.pdf [hot] — Tested Advertising Methods John Caples

His boss, a gruff man named Mr. Harriman, read it and tossed it back. “Pretty words, Leo. But will it sell?”

Caples hated "feature dumping." If you write "We use solid steel," you must add "So you can lift 500 lbs without breaking." Every feature must have a tangible benefit. Tested Advertising Methods John Caples .pdf

For 100 years, marketers have argued: "Do people read long copy?" Caples answered this with a legendary test for the U.S. School of Music. His boss, a gruff man named Mr