We’re going old school today.
I wish I didn’t have to do this. I really don’t.
But there are just too many wannabes, chumps, and various “undesirables” out there ignoring fundamental laws of effective advertising. This madness needs to stop. Maybe then John Caples (one of the greatest ad men of all time) can stop rolling in his grave and finally rest in peace.
Look, it’s impossible for your ad to get traction (i.e., results) if no one reads it. And no one will read it if it doesn’t get their attention amidst the acid rain of bad advertising constantly raining down on them. And it’s impossible to get your prospect’s attention if your headlines – the big, bold, “ad to your ads” – are written in ways that take their teeth out.
Sounds simple, right? You’d think. Then why do people spend most of their time more concerned with the end of the chain than the beginning? They fuss over an ad’s layout, graphics, and whether the message jibes with the company’s brand. Then, once they get everything “perfect,” they slap on a headline.
These people are committing a cardinal sin: