Posts tagged as:

john caples

Basic Sales Appeals Go on Forever

by Ryan M. Healy

in Advertising, Books, Copywriting

On page 110 of How to Make Your Advertising Make Money, John Caples writes:
Techniques change, but basic sales appeals go on forever. Therefore, when you are searching for an idea to sell your product or service, don’t forget to review the ideas that have been successful in the past.
I’ve gotten some great ideas from reading [...]




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Stuck on a Sales Letter? Then Do This…

by Ryan M. Healy

in Advertising, Case Studies, Copywriting

Have you ever been trying to write an ad or sales letter and just gotten stuck?
Have you ever written headline after headline after headline… and still come up empty?
Or have you ever completed a sales letter only to discover that it lacks that gut-level punch you know it needs to have?
If you can relate to [...]




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A Classic Today, Rare Book Tomorrow

by Ryan M. Healy

in Books, Case Studies, Success

I’ve recently been on a book binge, buying up some volumes I’ve been intending to buy, but postponing.
Part of my reasoning is I’d rather pay $20 to get a used classic book now, than pay hundreds of dollars later when it’s considered a rare book.
Perfect example:
For the last year, I’ve been searching for a copy [...]




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How Far Is Too Far in Advertising?

by Ryan M. Healy

in Copywriting, Ethics, Examples

There is a huge dichotomy in advertising.

On the one hand you’ve got the pressure to perform: to make your advertising as profitable as you possibly can.

On the other hand you’ve got the pressure to be ethical: to be as honest as possible in your advertising.

Last week I raised the issue of using fake scarcity to [...]




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