The E-Bootcamp in Hypnotic Marketing by Joe Vitale and Jo Han Mok Copyright © 2003 by Joe Vitale and Jo Han Mok. All rights reserved. Reproduction or distribution in any way, shape or form is strictly forbidden. Lesson #6: The 50 Long-Lost Advertising Secrets of the Greatest Ad-Man and Copywriter in History! I am a disciple of John Caples. I’ve collected and read all of his books, studied his ads, traveled to Washington, D.C. to find and study his files and diaries, and even called him up on the phone once about twelve years ago. But before I tell you what took place when I called John Caples, let me first explain just who he was so you can better appreciate this long-lost genius of advertising history…and why I was so disappointed when I made my call to him. For more than 50 years, John Caples served as one of advertising's most effective and famous copywriters. Caples mastered results-oriented, mail-order copy at the early ad agency Ruthrauff & Ryan, where he wrote, arguably, the 20th century's most successful ad: "They laughed when I sat down at the piano -- but when I started to play!" That U.S. School of Music ad dramatically exemplified Caples' belief that people yearn to be carefree and popular. As a teacher, lecturer and writer, Caples stressed simplicity and “getting to the point quickly.” He joined what became Batten, Barton, Durstine & Osborn (BBDO) in 1927, where he served almost to the end of his days. His boss for much of that time was Bruce Barton, the subject of my book The Seven Lost Secrets of Success. John Caples also wrote several books including Tested Advertising Methods (1932), Advertising Ideas (1938) and Making Ads Pay (1957). The first and last titles are still in print, and considered classics. All of his writings followed the same themes and principles he held during his career: Caples believed in testing ads, consistency in copywriting practice and simplicity in advertisements. He was known (like Claude Hopkins before him) to dislike humor in ads because, as Caples said, “only half of the people in this country have a sense of humor, and clever ads seldom sell anything.” Caples was elected into the Copywriters Hall of Fame in 1973. He was elected into the Advertising Hall of Fame in 1977. The famous Caples Award, given for the year's best ads, was named after him. He died in 1990, at the age of 90, after spending 58 years in the advertising business. The man remains a legend.

I could go on and on about John Caples. In fact, there is a long review of one of his books at my website. See it if you want to know more about Caples, one of his books, and my respect for him. It’s at http://www.mrfire.com/0011.html Several years ago I researched Caples and some of his un-published writings. One of his checklists is worth gold to me. It’s from 1972 but is just as valid today. I still use it to check my ads and sales letters before I run them. Here it is –

I strongly suggest that you study that checklist and use it to analyze any ad or sales letter you write. In fact, let’s have a little fun with it (at my expense) right now. I wrote my first ad over thirty years ago. I had no idea what I was doing. I loved the martial art called Aikido and wanted people to join the Aikido Club I had formed at Kent State University. So I wrote a flyer to help promote Aikido to students. Well, in 1973 few knew what Aikido was. I had my work cut out for me. But I was passionate about Aikido. So I sat down, wrote an ad and posted it all around the campus. I don’t remember the results. We certainly got enough students to keep the Aikido Club going, but I doubt that my ad broke any records. Recently I found that old ad of mine. I’m embarrassed to show it to you, but figure it may be inspiring (if I can start at such a low point and succeed, think what you can do) as well as instructive. Here’s the ad. Take a look…

Well, what do you think? Did it make you want to attend the Aikido demonstration? Whether it did or not, how does it look when you use John Caples’ checklist to analyze it? Go ahead and study it now… Well, what do you think now? How does it look when you compare it to the Caples’ checklist? Is it a good or bad ad? Here’s my own opinion:

1. The headline on my ad doesn’t attract the right audience and doesn’t provide a benefit at all. It’s a loser. I’m embarrassed.

2. The ad does have a graphic, so I think that’s good. One point for me. 3. The ad doesn’t have any sub-headings. Not good. 4. The copy weaves an interesting story and gives a few benefits. Good. 5. There’s no guarantee, no testimonials, etc. Oops. 6. The magic word FREE should have been used instead of “no fee.” 7. I didn’t make it easy to act. I don’t even give directions to the event! 8. There’s no reason to act now.

Oh, well. So much for my first ad being an inspired hit. The point here is you can now use John Caples’ famous checklist on your next ad, sales letter, etc. Now before we leave this subject of how to check the ads you write, let me give you one more major gift---a full article by the great John Caples. This article may never have been published. It’s probably from around 1972. I found it, paid to have it retyped and am including it here as a major prize for the students of this material. Read it now….

5 0 T h i n g s I ’ v e L e a r n e d i n 5 0 Y e a r s

B y J o h n C a p l e s V i c e Pre s i d e n t , B a t t e n , B a r t o n , Durs t i n e

& O s b o r n , I n c .

H e a d l i n e s

1 . T h e H e a d l i n e i s t he mos t i mp o r t a n t e l e m e n t i n mos t a d v e r t i s e me n t s .

2 . T h e b e s t h e a d l i n e s a p p e a l t o t h e r e a d e r ’ s s e l f - i n t e r e s t

o r g i v e n e w s . E x a mp l e s :

T h e s e c r e t o f m a k i n g p e o p l e l i k e y o u

D o y o u h a v e t h e s e s ymp t o ms o f n e r v e e x h a u s t i o n ?

A n n o u n c i n g a n e w f i c t i o n w r i t i n g c o u r s e

H o w a n e w d i s c o v e r y m a d e a p l a i n g i r l b e a ut i f u l

3 . S o m e t i m e s a m i n o r c h a n g e i n a h e a d l i n e c a n m a k e a

d i f f e r e n c e i n p u l l i n g p o w e r . A m a i l o r d e r a d f o r a b o o k o n a u t o -

m o b i l e r e p a i r h a d t h i s h e a d l i n e :

H o w t o r e p a i r c a r s

T h e p u l l i n g p o w e r o f t h i s a d w a s i n c r e a s e d 2 0 % b y c h a n g i n g

t h e h e a d l i ne t o r e a d :

How t o f i x c a rs

4 . R e - c a s t i n g a h e a d l i n e c a n m a k e a b i g d i f f e r e n c e i n

r e s p o n s e . H e r e i s t h e h e a d l i n e o f a c o u p o n e d a d s e l l in g r e t i r e -

m e n t a n n u i t i e s :

A v a c a t i o n t h a t l a s t s t h e r e s t o f you r l i f e

H e r e i s t h e h e a d l i n e o f a n a d t h a t p u l l e d t hr e e t i m e s a s

m a n y c o u p o n s :

A g u a r a n t e e d i n c o m e f o r l i f e

T h e l o s i n g h e a d l i n e a t t e m p t s t o b e c l e v e r b y c a l l i n g r e t i r e -

m e n t a v a c a t i o n . T h e w i n n i n g h e a d l i n e i s a s t r a i g h t f o r w a r d p r o m i s e

o f a b e n e f i t .

5 . L o n g h e a d l i n e s t ha t s a y s o m et h i n g a r e mo r e e f f e c t i v e t h a n s h o r t

h e a d l i n e s t h a t s a y n o t h i n g . A b o o k p u b l i s h e r h a d d i f f i c u l t y s e l l i n g a b o o k w i t h

t h e t i t l e “ F i v e A c re s . ” T h i s bo o k w a s t ran s f o r m e d i n t o a b e s t s e l le r b y c h a n g i n g

t h e t i t l e t o : “ F i v e A c re s a n d I n d ep e n d e n c e . ”

A n o t h e r p u b l i s h e r h a d a b o o k e n t i t l e d “ F l e e c e o f G o l d . ” T h e

s a l e s o f t h e bo o k w e re more t h a n qua d rup l e d w h e n t h e t i t l e w a s

c h a n g e d t o “ Q u e s t f o r a B l o n d e Mi s t re s s . ”

6 . I n w r i t in g h e a d l i n e s , t h e c o p y w r i t e r s h o u l d t r y t o

b r e a k t h e b or e d o m b a r r i e r . “ H o w I b e c a m e a s t a r s a l e s m a n ”

w a s t h e h e a d l i n e o f a s u c c e s s f u l a d f o r a c o u r s e i n s a l e s m a n s h i p .

T h e p u l l i n g p o w e r o f t h e a d w a s i n c r e a s e d b y c h a n g i n g t h e h e a d l in e

t o “ H o w a f o o l s t u n t m a d e m e a s t a r s a l e s m a n . ”

C o p y

7 . W r i t e y o u r c op y t o t h e s i x t h gra d e l e v e l . S i m p l e

l a n g u a g e i s n o t r e s e n t e d b y e d u c a t e d p e o p l e . A n d s i m p l e l a n g u a g e

i s t h e o n l y k i n d t h a t mos t p e o p l e u n d e rs t a n d . W h e n y o u re a d o v e r

y o u r c op y , s a y t o y o u r s e l f : “ W i l l t h i s b e u n d e r s t o o d b y m y b a r b e r

o r b y t h e m e c h a n i c w h o f i x e s m y c a r ? ”

8 . W h a t you s a y i s m o r e i m p or t a n t t h a n h o w y o u s a y i t .

M a i l o r d e r a d v e r t i s e r s d o n o t u s e e x p e n s i v e a r t w o r k o r f a n c y

l a n g u a g e .

9 . I l l u s t ra t i o n s t h a t s h o w t h e p ro d u c t i n u s e o r t h e re w a rd o f u s i n g t h e

p r o d u c t o r s e r v i c e a r e u s u a l l y t h e mos t e f f ec t i v e .

E x a m p l e s : I n a n a d f o r a b i c y c l e , a p i c t u r e o f a b o y r i d i n g a

b i c y c l e s h o w s t h e p ro d u c t i n u s e . I n a re t i re me n t i n c o me a d , a

p i c t u r e o f a h a p p y c o u p l e s i t t i n g o n a b e a c h i n F l o r i d a s h o w s t h e

r e w a r d o f u s i n g t h e s e r v i c e .

1 0 . T h e r e a r e t w o f o r c e s a t w o r k i n t h e m i n d s o f y o u r

p ro s p e c t . ( 1 ) S k e p t i c i s m, a n d ( 2 ) T h e de s i re t o be l i e v e . You

c a n d o y o u r p r o s p e c t s a f a v o r b y g iv i n g t h e m e v i d e n c e t h a t w h a t

y o u s a y i s t r u e . Y o u r c l i e n t w i l l a l s o b e n e f i t b y g e t t i ng i n c r e a s e d r e s p o n s e .

1 1 . S p e c i f i c s t a t e me n t s a r e mo r e b e l i e v a b l e t h a n g e n e r a l i t i e s .

A n e x a m p l e o f a s p e c i f i c s t a t e m e n t i s t h e f am o u s s l o g a n f o r I v o r y

S o a p – “ 9 9 4 4 / 1 0 0 % p u r e ”

1 2 . I n c l u d e t e s t i m o n i a l s i n y o u r a ds . T w o ad s f o r a f i na n c i a l p u b l i c a t i o n

w e r e s p l i t - r u n t e s t e d i n R e a d e r ’ s D i g e s t . Th e a d s w e r e i d e n t i c a l e x c e p t t h a t o n e

c o n t a i n e d f o u r b r i e f t e s t i m o n i a l s b u r i e d i n

t h e c o p y . T h e a d w i t h t h e t e s t imo n i a l s p r o d u c e d 2 5 % m o r e s a l e s .

S o m e o f t h e m o s t s u c c e s s f u l m a i l o r d er a d s h a v e b e e n b u i l t e n t i r e l y a r o u n d

t e s t i mo n i a l s . Ex a mp l e s : “ I w a s a 9 7 p o u n d w e a k l i n g ” . . .

“ H o w I i m p r o v e d my me m o r y i n o n e e v e n i n g . ”

1 3 . L o c a l i z e d t e s t i m o n i a l s i n l o c a l m e d i a a r e e s p e c i a l l y

e f f e c t i v e . S e v e n c o u p o n e d a d s f o r a p u b l i c u t i l i t y w e r e t e s t e d i n

N e w H a v e n n e w s p a p e r s . O n e ad f e a t u r e d a t e s t i m o n i a l f r o m a N e w H a v e n

w o m a n . Th i s a d o u t p u l l e d a l l t he o t h e r s . A n e w s p a p e r c a m p a i g n f e a t u r i n g l o c a l

t e s t i m o n i a l s f o r a p a c k a g e d l a u n d r y s o a p r a i s e d t h e

s a l e s o f t h e s o a p f r o m f o u r t h p l a c e t o f i r s t p la c e .

1 4 . A d s t ha t i n v o l v e t h e r e a d e r a r e e f f e c t i v e . F o r e x amp l e ,

t h e b e s t p u l l i n g a d f o r a b o o k o f e t i q u et t e sh o w e d a p i c t u r e o f a m a n w a l k i n g

b e t w e e n t w o w o m e n . H e a d l i n e : “ W h a t ’ s w r o n g i n t h i s

p i c t u r e ? ” A s u c c e s s f u l a d f o r a c o u r s e i n I n t e r i o r D e s i g n h a d t h is h e a d l i n e :

“ C a n y o u s p o t t h e s e 7 c o m m o n d e c o r a t i n g s i n s ? ”

1 5 . S t r a i g h t f o r w a r d a d s u s u a l l y o u t p u l l “ c u t e ” a d s . Tw o c o u p o n e d a d s

s o l i c i t i n g s ub s c r i p t i o n s f o r a d a i l y n e w s p a p e r w e r e

t e s t e d b y m a i l o r d e r s a l e s a s f o l l o w s :

A d No. 1

H e a d l i n e : “ T a k e i t f ro m m e t h i s

i s t h e n e w s p a p e r f o r y o u . ”

I l l u s t r a t i o n : P i c t u r e o f a s m i l i n g n e w s b o y

o f f e r i n g t h e re a d e r a c o p y o f

t h e T i me s .

A d No . 2

He a d l i n e : How t o g e t t h e T i me s

d e l i v e re d t o y o u r h o me

I l l u s t r a t i o n : N o i l l u s t r a t i o n . J u s t h e a d l i n e

a n d cop y

R e s u l t s : Ad N o . 2 o u t p u l l e d A d N o . 1 b y 1 9 0 %

1 6 . I n w r i t i n g c o p y , d o n ’ t me re l y t e l l y o u r p ro s p e c t t h e

b e n e f i t s h e w i l l g e t b y b u y i n g y o u r p r o d u c t o r s e r v i c e . Y o u

s h o u l d a l s o t e l l h i m w h a t h e w i l l l o s e i f h e d o e s n ’ t b u y .

1 7 . Put y o u r be s t f o o t f o rw a rd i n y o u r c o p y . A c o p yw ri t e r

a s k e d my o p i n i o n o f a n a d h e h ad w r i t t e n . He s a i d : “ I s a v e d t h e

b e s t b e n e f i t t i l l t h e e nd a n d u s e d i t a s a p u n c h l i n e i n t h e l a s t p a r a g r a p h . ” I

s a i d : “ P u t y o u r b e s t b e n e f i t i n t he f i r s t p a r a g r a p h . O t h e r w i s e t h e r e a d e r m a y

n e v e r g e t t o y o u r l a s t p a r a g ra p h . ”

1 8 . A v o i d h u m o r . Y o u c a n e n t e r t a i n a m i l l i o n p e o p l e

a n d n o t s e l l o n e o f t h em. T h e re i s n o t a s i n g l e h u m o r o u s l i n e i n

t w o o f t h e m o s t i n f l u e n t i a l b o o k s i n t h e w o r l d , n a m e l y , t h e B i b l e

a n d t h e S ea rs R o e bu c k c a t a l o g .

1 9 . I f y o u w a n t t o d r i v e h o me a p o i n t , y o u s h o u l d s a y i t

t h r e e t i m e s . F o r e x a m p l e , s u p p o s e y o u a r e ma k i n g a f r e e o f f e r .

A t t h e be g in n i n g o f y o u r c o p y , s a y “ I t ’ s f re e . ” I n t h e mi d d l e

o f y o u r c op y , s a y “ I t cos t s n o t h i ng . ” A t t h e e n d , s a y “ Se n d n o

m o n e y . ”

2 0 . Y o u c a n s o m e t i m e s c o m b i n e t w o s u c c e s s e s t o m a k e

a s u p e r s u c c e s s . F o r e x a m p l e : S e v e n a d s f o r h o u s e p a i n t w e r e

t e s t e d f o r p u l l i n g p o w e r . H e r e a r e t he h e ad l i n e s o f t h e t w o m o s t s u c c e s s f u l

a d s :

1 . Ne w h o u s e p a i n t ma d e by ( n a me o f ma n u f a c t u re r )

2 . T h i s h ou s e p a i n t k e e p s w h i t e h o u s e s w h i t e r

T h e s e t w o h e a d l i n e s w e r e c o m b i n e d a s f o l lo w s :

N e w h o u s e p a i n t m a d e b y ( n a m e o f m a n u f a c t u r e r )

k e e p s y o u r w h i t e h o u s e w h i t e r

A c a mp a i g n w i t h t h i s t h e me s o l d m o r e h o u s e p a i n t t ha n a n y p r e v i o u s

c a m p a i g n .

2 1 . L o n g cop y s e l l s m o re t h a n s h o r t c o p y . T h e more y o u

t e l l , t h e more y o u s e l l .

2 2 . W r i t e m o r e c o p y t h a n y o u n e e d t o f i l l t h e s p a c e . I f

y o u n e e d 5 0 0 w o r d s o f c o p y , b e g i n b y w r i t i n g 1 , 0 0 0 w o r d s . T h e n

bo i l i t d o w n t o a c o n c i s e , f a c t - p ac k e d me s s a g e .

2 3 . Y o u c a n o f t e n i m p r o v e t h e pul l i n g p o w e r o f a n a d b y

s e t t i n g a t i m e l i m i t . R e t a i l a d v e r t i s e r s i n c r e a s e s a l e s b y s e t t i n g

a c u t - o f f d a t e . R e a d e r ’ s D i g e s t , i n s e l l i n g s u b s c r i p t i o n s , f r e q u e n t l y

u s e s s u c h p h r a s e s a s : “ R e t u r n t h i s c a r d b e f o r e O c t o b e r 3 1 ” .

2 4 . S p e l l out y o u r g u a r a n te e . Th e w o r d g u a r a n t e e h a s

b e e n u s e d s o m a n y t i m e s i t h a s l o s t m u c h o f i t s f o r c e .

H e r e i s a c l a s s i c e x a m p l e o f a s pe l l e d - o u t gua r a n t e e :

“ T h i s i s m y o w n s t r a i g h t f o r w a r d a g r e e m e n t t h a t y o u

c a n h a v e m y c o a c h i n g m a t e r i a l i n y o u r h a n d s f o r 1 0

d a y s e x a m i n a t i o n a n d r e a d i n g b e f o r e y o u m a k e u p

y o u r mi n d t o k e e p i t . You a re t o be t h e s o l e j u d g e .

“ Y o u c a n r e t ur n t h e m a t e r i a l f o r a n y r e a s o n , o r f o r

n o r e a s o n a t a l l , a n d you r d e c i s i o n w i l l n o t b e q u e s t i o n e d .

Y o u r r e f u n d c h e c k w i l l b e m a i l e d t o y o u i n f u l l b y t h e v e r y

n e x t m a i l . T h i s a g r e e m e n t i s j u s t a s b i n d i n g a s t h o u g h

i t h a d b e e n w r i t t e n i n l e g a l t e r m s b y a l a w y e r . ”

2 5 . You s h o u l d a s k f o r a c t i o n a t t h e e n d o f y o u r a d . T e l l

t h e r e a d e r w h a t y o u w a n t h i m t o d o . S o me t i me s i t pa y s t o o f f e r

a r e w a r d f o r a c t i o n . I n s e l l i n g a 1 0 - v o l u m e w o r l d h i s t o r y , t h e

B o o k - o f - t h e - M o n t h C l u b o f f e r s a f r e e b o o k “ t o n e w m e m b e rs w h o

e n r o l l a t t h i s t i m e . ”

2 6 . P e o p l e w h o b u y o n c e a r e y o u r b e s t p r o s p e c t s f o r

b u y i n g a g a i n . I u s e d t o w r i t e a d s f o r a p u b l i s h e r w h o s o l d l i t t l e

b o o k l e t s b y m a i l f o r 2 5 ¢ e a c h . T h e p e o p l e w h o b o u g h t t h e b o o k l e t s

w e r e g o o d p r o s p e c t s f o r t h e p u b l i s h e r ’ s $ 5 b o o k s . A n d a n u m b e r o f

t h e f o l k s w h o b o u g h t t h e $ 5 b o o k s w e r e l a t e r i n d u c e d t o b u y t h e p u b l i s h e r ’ s $ 2 5

l i b r a r y . T h e s a m e p r i n c i p l e a p p l i e s i n f u n d r a i s i n g . P e o p l e w h o g i v e o n c e a r e

t h e b e s t p r o s p e c t s f o r g i v i n g a g a i n .

2 7 . T h e c op y w ri t e r ’ s j o b d o e s n o t be g i n a t 9 a . m. Nor d o e s

i t e n d a t 5 p . m. Hi s j o b i s w i t h h i m a l l t h e t i me . S o me o f h i s be s t

i d e a s c o m e t o h i m w h i l e h e i s s ha v i n g i n t h e m o r n i n g , w h i l e h e i s

r i d i n g o n a bus , o r a t l u n c h t i me , o r w h i l e h e i s w a l k i n g a l o n g t h e

s t re e t , o r some t i me s i n t h e mi d dl e o f t h e n i g h t . He s ho u l d h a v e

p a p e r a n d p e n c i l h a n d y a t a l l t im e s . H e s h o u l d w r i t e d o w n i d e a s

t h e m i n u t e t h e y o c c u r . O t h e r w i s e s o m e o f h i s m o s t p r e c i o u s t h o u g h t s w i l l b e

l o s t .

T e s t i n g

2 8 . T h e k e y t o s u c c e s s i n a dv e r t i s i n g ( m a x i m u m s a l e s p e r

d o l l a r ) l i e s i n p e r p e t u a l t e s t i n g of a l l v a r i a b l e s .

2 9 . O v e r t h e y e a r s , m a n y m e t h o d s f o r t e s t in g c o p y h a v e

b e e n d e v i s e d . O p i n i o n t e s t s , r e a d e r s h i p t e s t s , e y e c a m e r a t e s t s , pup i l o m e t e r

t e s t s , r e c a l l t e s t s , c o m p r e h e n s i o n t e s t s , c o u p o n t e s t s , i nqui ry t e s t s , a t t i t u d e

t e s t s , e t c . M o s t o f t h e s e t e s t s p r o d u c e d

u s e f u l i n f o r m a t i on .

3 0 . H e r e i s a s i m p l e t e s t . W h e n y o u w r i t e a p i e c e o f

c o p y , p u t i t a s i d e a n d r e a d i t o v e r t h e n e x t d a y . Y o u w i l l a l m o s t

a l w a y s b e a b l e t o i m p ro v e i t .

3 1 . A n o t h er s i mp l e m e t h o d i s t o a s k s o me bo d y t o re a d

y o u r c o p y a l o u d . I f he s t u mbl e s o v e r a s e n t e n c e , s a y to y o u rs e l f :

“ T h a t ’ s n o t h i s f a u l t . I t ’ s m y f a u l t . I m u s t m a k e t h e se n t e n c e

b e t t e r . ”

3 2 . I f y o u w a n t t o g e t a n a s s o c i a t e ’ s o p i n i o n o f a n a d y o u

w r o t e , d o n ’ t s h o w h i m j u s t o n e ad . C h a n c e s a r e h e w i l l t r y t o

p l e a s e y o u by s a y i n g : “ I t ’ s g o o d . ” T h a t g e t s y o u n o w h e re . S h o w

h i m t w o a d s a n d s a y , “ W h i c h i s b e t t e r ? ”

3 3 . T e s t i ng a d s b y a s k i n g p e o p l e f or t h e i r o p i n i o n i s h e l p f u l . H o w e v e r ,

i t c a n b e m i s l e a d i n g . M a n y w i l l n o t v o t e f o r a l l - t y p e

a d s . M o s t b e l i e v e t h a t a n a d i s no t g o o d u n l e s s i t h a s a p i c t u r e .

T h i s i s n o t s o . S o m e o f t h e b e s t - p ul l i n g m a i l o r d e r a d s h a v e h a d n o p i c t u r e s .

3 4 . I n a n op i n i o n t e s t , p e o p l e h e s i t a t e t o r e ve a l t h e i r

s e l f i s h m o t i v e s . F o r e x a m p l e , i n a n o p i n i o n t e s t o f l i f e i n s u r a n c e

a d s , a n a d w i t h t h e h e a d l i n e “ W h a t w o u ld be c o me o f y o u r w i f e i f s o me t h i n g

h a p p e n e d t o y o u ? ” o u t p u l l e d a n a d w i t h t h e h e a d l i n e

“ T o m e n w h o w a n t t o q u i t w o r k s o m e d a y . ” W h e n t h e s e a d s w e r e sub j e c t e d t o a

m a i l o r d e r s a l e s t e s t , t h e r e s u l t s w e r e r e v e r s e d .

3 5 . D o n o t d i s c a r d o p i n i o n t e s t i n g b e c a u s e i t i s s o m e t i m e s i n a c c ur a t e .

O p i n i o n t e s t i n g h a s o n e b i g a d v a n t a g e o v e r m a i l o r d e r

t e s t s . Y o u c a n a s k t h e r e s p o n d e n t s w h y t h e y v o t e d f o r a c e r t a i n

a d . You c a n f i n d o u t i f t h e c o p y i s u n d e rs t o o d o r mi s u n d e rs t o o d .

Yo u c a n n o t d o t h e s e th i n g s i n a ma i l o rd e r t e s t .

3 6 . T h e b e s t t e s t s , i f p r o p e r l y h a n d l e d , a r e s a l e s t e s t s .

Ma i l o rd e r a d v e r t i s e rs h a v e a n a d v a n t a g e i n t h i s re s p e c t . E v e ry

ma i l o rd e r a d i s a s a l es t e s t . I n ma i l o rd e r , y o u c a n t e s t c o p y ,

m e d i a , p o s i t i o n i n m e d i a , a n d s e a s o n – a l l b y s a l e s r e s u l t s .

He n c e , ma i l o rd e r a d v e r t i s e rs k n o w a g re a t d e a l a bo u t t h e

r e a l i t i e s o f a d v e r t i s i n g . M u c h o f t h i s k n o w l e d g e i s a p pl i c a b l e

i n t h o s e f o r m s o f a d v e r t i s i n g w hi c h c a n n o t b e a c c u r a t e l y t e s t e d .

3 7 . T h e mos t a c c u r a t e t e s t i s a ma i l o rd e r s p l i t - ru n

t e s t w h e re t w o a d s – A d A a n d A d B – a re t e s t e d u n d e r i d e n t i c a l c o n d i t i o n s .

M a n y p u b l i c a t i o n s o f f e r s p l i t - r u n c o p y t e s t i n g . T h e y

d o t h i s b y s p l i t t i n g t he p r e s s r u n . A d A r u n s i n h a l f t he c i r c u l a t i o n .

A d B r u n s i n t h e o t h e r h a l f o f t h e c i r c u l a t i o n – s a m e i s s u e , s a m e

p a g e , s a m e p o s i t i o n o n t h e p a g e . I f a n e w s d e a l e r h a s 1 0 0 c o p i e s

o f t h e p u b l i c a t i o n , 5 0 c o p i e s w i l l c o n t a i n A d A a n d 5 0 c o p i e s w i l l

c o n t a i n A d B . T h u s e a c h a d h a s a n e q u a l c h a n c e t o g e t r e s u l t s .

3 8 . T e s t i ng c o p y i s f u n , e x c i t i n g , re w a rd i n g . I r e c a l l

w o r k i n g o n a d s f o r a f i n a n c e c o m p a n y t h a t o f f e r e d s m a l l l o a n s .

S e v e r a l o f u s w r o t e a d s a n d w e t e s t e d t h e m i n n e w s p a p e r s b y

c o u n t i n g p h o n e c a l l s f ro m p ro s p e c t s . F o r ex a mp l e , o n e a d w o u l d

s a y “ T e l e p h o n e t h i s n u m b e r a n d a s k f o r M i s s S m i t h . ” A n o t h e r

a d w o u l d s a y “ A s k f o r Mi s s M i l l e r , ” a n d s o o n . T h u s w e c o u l d

t e l l e x a c t l y h o w m u c h b u s i n e s s e a c h a d bro u g h t i n . Th e n e a c h c o p y w ri t e r

w o u l d be t a d o l l a r t h a t h i s a d wou l d w i n . T e s t i n g

c o p y b e c a m e a g a m e w e a l l e n j o y e d . I t w as a s t h r i l l i n g a s

be t t i n g o n a h o rs e ra c e . W e l e a rn e d a l o t . A n d t h e c l i e n t

be n e f i t t e d .

A c c o u n t H a n d l i n g

3 9 . W h e n y o u a r e s o l i c i t i n g a n e w a c c o u n t , d o n ’ t t e l l

t h e a d m a n a g e r h o w b a d h i s a d s a r e . Y o u m a y b e t a l k i n g t o t h e

m a n w h o w ro t e t h e a d s .

4 0 . I n s t a r t i n g w o r k o n a n e w a c c o u n t , y o u a r e s o m e t i m e s

f a c e d w i t h t h e t o u g h p ro b l e m o f be a t i n g t he c l i e n t ’ s be s t a d – a n

a d t h a t h e h a s u s e d s u c c e s s f u l l y f or y e a rs . How d o y o u p r o c e e d ?

O n e w a y i s t o i n c l u d e i n y o u r a d e v e r y g o o d t h i n g i n t he p r o s p e c t ’ s a d p l u s

s o me g o o d t h i n g s o f y o u r o w n . A n o t h e r w a y i s t o t e s t ,

n o t j u s t o n e n e w a d b u t t e n n e w a ds . Y o u r c h a n c e s o f f i n d i n g a

w i n n e r a r e i n c r e a s e d t e n f o l d .

4 1 . H e r e i s a p h i l o s o p h y y o u c a n u s e w h e n y o u r a d i s

c o m p e t i n g w i t h s o me b o d y e l s e ’ s a d . I f y o u r a d w i n s , you c a n s a y

t o y o u rs e l f : “ My e x p er i e n c e p a i d o f f . ” I f y ou r a d l o s e s , y o u

c a n s a y , “ I l e a r n e d s o m e t h i n g . ”

S o c r a t e s u s e d a s i m i l a r p h i l o s o p h y i n r e g a r d t o m a r r i a g e .

He s a i d : “ I f a ma n h a s a g o o d ma rr i a g e , t ha t i s a g o o d t h i n g .

I f h e h a s a b a d m a r r i a g e , h e b e c o m e s a p h i l o s o p h e r , a n d t h a t i s

a g o o d t h i n g . ”

4 2 . C l i e n t s o f t e n t i re o f a d s be f o re t h e p u bl i c d o e s .

H e n c e a d v e r t i s e r s w h o c a n n o t m e a s u r e s a l e s r e s u l t s f r e q u e n t l y

d e ma n d a n e w c a mp a i g n e v e ry y e a r o r s o . Ma i l o rd e r a d v e r t i s e rs

r e p e a t a n e f f e c t i v e a d t i l l i t w e a rs o u t . M a x S a c k h e i m ’ s f a m o u s

a d “ D o y o u m a k e t h e s e m i s t a k e s i n E n g l i s h ? ” r a n f o r 4 0 y e a r s

b e f o r e i t w o r e o u t .

4 3 . B e h o n e s t . I r e c a l l s e r v i n g a n a d v e r t i s i n g m a n a g e r

w h o w a s t h e s m a r t e s t c l i e n t I e v e r m e t . I s a i d t o my s e l f : “ I c a n

n e v e r f o o l t h i s m a n . I f I t h i n k a q u a r t e r p a g e a d w i l l b e m o r e

e f f i c i e n t t ha n a f u l l p a g e a d , I mus t t e l l h im s o , e v e n t h o u g h t h e

a g e n c y ma k e s o n l y o n e f o u r t h a s mu c h c o m mi s s i o n . I f I t ry t o

m i s l e a d h i m , h e w i l l s e e t h r o u g h m e . A f t e r t h a t h e w i l l n e v e r

t r u s t m e . ” T h i s p o l i c y o f h o n e s t y p a i d o f f . I t w a s a h a pp y a c c o u n t

t o w o rk o n f o r e i g h t ee n y e a rs . A f t e r I s t o p p e d s e r v i n g t h i s m a n ,

h e c o n t i n u e d t o re c o m me n d my s er v i c e s t o o t h e r a d v e r t i s e r s .

4 4 . B e f l e x i b l e . I u s e d t o t a k e t ra i n t r i p s t o Ha r t f o rd t o

p r e s e n t n e w a d s t o t h e a d v e r t i s i n g m a n a g e r o f a l a r g e i n s u r a n c e c o m p a n y . I t

w a s a h a p p y r e l a t i o n s h i p . T h e ad m a n a g e r b e c a m e

o n e o f my be s t f r i e n d s . W e u s u a l l y a g re e d o n a d s . B ut s o me t i me s

w e d i s a g re e d . I n t h o s e c a s e s , I a rg u e d a l l mo rn i n g f o r my p o i n t

o f v i e w . But a f t e r l u n c h , I w o u l d re ma rk : “ T h e re ma y b e s o me -

t h i n g i n wh a t y o u s a y . W h e n I g e t ba c k t o my o f f i c e , I ’ l l t ry i t

y o u r w a y . ”

4 5 . B e d i p lo ma t i c . A s u c c e s s f u l a c c o u n t e x e c u t i v e s a i d

t o me : “ I f t h e a d ma n a g e r i s i n a re j e c t i n g mo o d , I d o n ’ t s h o w

h i m a n y m o re n e w a d s t h a t d a y . I k e e p t h em i n my b r i e f c a s e

a n d s h o w t h e m t o h i m s o m e o t h e r t i m e . ”

4 6 . D o n ’ t f e e l ba d i f you r c l i e n t r e v i s e s y o u r a d . He w i l l

l i k e t h e a d b e t t e r a n d h i s r e v i s i o n s m a y i m p r o v e i t .

M i s c e l l a n e o u s

4 7 . B ru c e B a r t o n , f o rme r h e a d o f B B D O , g av e t h i s a d v i c e :

“ B e p o l i t e t o e v e r y b o d y , e v e n t h e W e s t e r n U n i o n me s s e n g e r . Y o u

n e v e r k n o w w h e n h e m a y t u r n u p a s a c l i e n t . I f y o u a r e g o i n g t o

be me a n t o s o me b o d y , be me a n t o t h e c h a i rma n o f t h e boa rd . He

w o n ’ t b e a r o u n d v e r y l o n g . ”

4 8 . G et o u t a n d me e t n e w p e o p l e w h e n e v e r y o u c a n . D o n ’ t

s p e n d a l l you r t i me w i t h c o mf o r t a b l e o l d c r o n i e s . O n e t i me I

w a s h a v i n g l u n c h w i t h a B B D O a s s o c i a t e . A m a n s t o p p e d a t o u r

t a b l e . I t wa s R o y D u r s t i n e w h o w a s t h e n pre s i d e n t o f B B D O .

H e s a i d : “ Y o u m e n c a n ’ t m a k e a n y m o n e y t a l k i n g t o e a c h o t h e r . ”

4 9 . A l e x O s bo rn , f o r me r v i c e c h a i r ma n o f B B D O s a i d :

“ Ne v e r h a v e a n o p e n bre a k w i t h a n y o n e . T h e me mo ry o f t h e

b r e a k w i l l l i n g e r o n l on g a f t e r t h e o b j e c t o f d i s a g r e e m e n t h a s

b e e n f o r g o t t e n . ”

5 0 . F i n d work y o u e n j o y . My e a r l i e s t a mbi t i o n w a s t o

m a k e e n o u g h m o n e y s o I c o u l d r e t i r e a t f o r t y . B u t a t t w e n t y - f i ve ,

I h a d t h e go o d f o r t u n e t o g e t i n to a d v e r t i s i n g . Now th a t I a m i n

m y s e v e n t i e s , I n e v e r w a n t t o r e t i r e . T h e s e c r e t o f h a p p i n e s s i s

e n j o y a b l e w o r k p l u s h e l p i n g o t h e r s .

Ah, I love John Caples! The article you just read contains pure wisdom. Read it and re-read it to absorb the 50 insights of one of the greatest ad-men of all time. Now, before I end this lesson, let me tell you what happened when I called John Caples some twelve or so years ago. I was working on my book The Seven Lost Secrets of Success. Because Caples had worked for Bruce Barton (the subject of my book), I wanted to talk to him. I wanted a few first-hand reports on what it was like to work for the celebrity businessman. Of course, I also wanted to speak with the legend of copywriting: John Caples. I called directory information (there was no Internet then) for New York City, where I suspected Caples still lived. To my surprise, the operator gave me the man’s home phone number! I held my breath, dialed his number and heard it ring. A pleasant sounding elderly woman came on the phone. “Yes?” she asked.

“I’m calling long distance for John Caples. My name is Joe Vitale.” “Oh, I’m sorry, Joe,” she said. “John died one year ago today.” Yes, I was stunned. And disappointed. Not only that, but it turned out I was talking to John’s widow---on the anniversary of his death! I quickly got off the phone. In short, John Caples may be gone but his wisdom is alive and well---in his books, and in this lesson. Study him. HOMEWORK: Your homework this week is to pull up an ad or sales letter you wrote and use John Caples’ checklist to analyze it. How does it look in light of Caples’ ideas? Write up your insights and send them to me at joe@mrfire.com. Be sure to write “BOOTCAMP HOMEWORK” in the subject line. Go for it! Dr. Joe Vitale www.mrfire.com