This book isn’t just for advertising experts, copywriters, marketing folks…
It’s for business owners and anyone whose products have been collecting cobwebs in the dark.
If you want to increase sales - not just make a sale - this book is for you.
Eugene Schwartz stresses the importance of a headline and how you should really take the time to work on this part of your ad to grab the attention of your audience.
It’s one thing to hook them in…. It’s another to sustain that attention.
This book teaches you how to get to that point of making them stop and look and read up to the very end.
And yes, to click the buy / subscribe button, after all that reading they do with your copy.
Another thing you’ll learn from this book is the core of good copy that really speaks to your audience aside from one that’s just well-written.
Schwartz puts it as a one to one connection that you want to establish throughout your ad. The goal is to read and empathize with what your audience is feeling. As a copywriter, you’re kind of like a needs doctor, you have to diagnose what your audience needs and give it to them through your copy.
This book was first published in 1966 but don’t let the publication date deceive you…
It may sound old school but the content is even more applicable now than ever. With information overload on the rise and people getting constantly bombarded with hundreds and thousands of ads each day, you want your ad to stand out and really strike them to the core.
The heart of a good copy is to appeal to your target audience’s basic instincts and emotions, get them to quickly act on their impulses and that’s how you make massive sales.
These - and more - are copywriting skills you’ll master after reading and practicing the concepts this book preaches.
Definitely worth paying $$$ considering it’s written by the legendary copywriter that history has yet to duplicate and no marketing guru could ever top.
John Caple’s Tested Advertising Methods is a must-read book for newbies, seasoned copywriters, or just about anyone with a growing interest in how to write great copy.
It must seem a little strange that this book came out even before the computer or the internet was born back in 1932 but what’s even more compelling is that the stuff it preaches is so incredibly relevant and highly applicable to this very date.
In the words of John Caples “It’s what you say that counts, not how you say it. A valid argument presented in blunt language will sway the reader more than a less valid argument beautifully presented.”
Boom. Just what every copywriter who’s been doing it wrong needs to hear. And how do you know what exactly you’re doing wrong? By testing. The importance of this is highlighted in the book showing you how and what to test.
Essentially, your sales copy is not intended as pure artistry or cleverness or literary. That’s what you want in a good novel.
The main purpose of a sales copy is to sell and at the end of the day, a flawless, grammatically perfect, flowery ad doesn’t mean anything unless people buy your stuff.
Caples arms us with tried and true advertising methods that actually work. No big words, no weird vocabulary, but rather just some good old simple language in your ad that people can understand and make them say heck yeah, this guy knows what I need!
Pro tip on this one… If you can find the 4th edition instead of the 5th edition it has been edited less and has more of Caples’ brilliance in it.
Ads are really all about the headline for the first 2, 3 seconds.
It’s the thing that your audience sees right away and hooks them in before they decide to read the rest of your copy or go back to scrolling up their Facebook page.
And if your copy is compelling enough and answers their question “What’s in it for me?”, they will read on and take action.
So straight away, your headline needs to indicate the ultimate benefit your product offers.
Victor Schwab cuts the B.S by teaching you how to make an effective headline that converts. Be prepared to get plenty of those Aha moments while reading this book because it’s loaded with legit pro advice and none of the ninja fakeness stuff populating the internet nowadays.
Other equally important topics this book includes are the human psychology (he goes deep into this), long vs. short copy, sizing your ad, 14 split tests and what these tell you about advertising, 100 effective headlines examples and why they work, details into researching and tons more!
These all started as a series of letters Gary wrote to his son throughout his life. But what’s amazing about this book is how rich in life lessons it is.
For Gary, success is in every aspect of a person’s life - personal and professional. And if you’re thriving in these two things, it will certainly give significant results to your marketing efforts.
The first part is all about routines, proper diet, regular exercise, and how to achieve wellness since these are all relevant to success.
Then, he touches on identifying a group of people he calls the “starving crowd” or folks who have a great demand and need for a product. Your goal is to capitalize on this need and position your product or service accordingly.
This book is rich in new and often ignored knowledge that copywriters, businesses, and marketing experts need to know to really kill it with their copy.
Other things he emphasizes in this book include the importance of a call to action in your ad, split testing, the AIDA model when conveying value to your audience, and a whole lot more.
Filled to the brim with marketing success and personal self-improvement tips, this book will change your life and your bank account. It’s that powerful.
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Miles is a full time internet marketer who sells information products and a niche membership program with his wife, Melanie. Together they have created a lifestyle business that allows them true location independence and this blog where you get to see behind the scenes and see how they have built their online business from scratch.