He sat down at his typewriter learn from and created what is probably the most famous headline in the history of advertising:
“They laughed when I sat down at the piano – but when I started to play!-”
For the next 50 years he was one of the most sought-after copywriters.
David Ogilvy called him “one of the most effective copywriters who ever lived.”
John Caples said:
“The main prospect will read every word of your ad as long as the ad tells him the things he wants to know.”
And what does the customer want to know?
What new and great features does your product have?
Of course not.
If you want to become a freelance copywriter and attract good clients, you need to be able to do two things:
Understand the customer – you should know more about him than his closest friends. What are his worries? His desires? What is his secret desire?
Understand the product – what features does it have? What benefits do the features provide?
If you master these two things, you can turn your product’s features into benefits that solve the customer’s problems or fulfill their strongest desires.
Always remember:
It’s not about you.
Not even about your learn from product idea
It’s all about your customer and how your product can make their everyday life easier, more beautiful or better.
If you want to learn more of John Caple’s endless wisdom and lessons, I recommend his book:
# How to Make Your Advertising Make Money *
copywriter John Caple’s book
PS
Here you can find telegram data more marketing books .
8) Eugene Schwartz
– The copywriter with the timer
copywriter Eugene Schwartz
~ Eugene Schwartz (1927-1995)
“Your task is not to create desire, but to channel and direct it.”
He was the most expensive copywriter in the world and only worked 3 hours a day.
In a seminar he revealed learn from his secret of productivity:
A timer.
He always set it to 33:33. Then he worked concentratedly for 33 minutes.
Then he paused.
And then he typed how to reply to a client’s email: tips and examples 33:33 into the timer again and continued working.
This enabled him to work with extreme focus.
However, his best ideas came to him while shaving.
His book ” Breakthrough Marketing ” is a classic and is constantly stolen from libraries.
He wrote advertising copy for the direct marketing publisher “Boardroom” and created the following headline :
“Read 300 business betting email list magazines in just 30 minutes.”
What can you learn from him?
The most effective way to reach your customers is through a desire that is already there.
Your job is not to create desire, but to channel it.
How you do that?
