Basic Sales Appeals Go on Forever
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 proven ads and sales letters. Sometimes it’s just a small copy idea. Other times it’s a headline or subhead. Still others, a sidebar or scarcity play.
Just remember: It does you very little good to review (and recycle) the same three or four or five ads over and over again. You need to be continually inspired by fresh material.
-Ryan M. Healy