Copywriter Secrets: Famous Ad-History – Learn from the best by analyzing the commercials that have already been proven to work if you want to improve as a freelance copywriter. And the most well-known advertisement in all of advertising is a great place to begin.
Famous Ad-History of John Caples:
During the 1920s, a Naval Academy alumnus with a degree in electrical engineering needed a job. Due to the military’s reduction in size during the war, John Caples was allowed to resign his commission as a Naval ensign.
His first job out of college was in engineering, but he soon realized it was utterly dull. He restarted his search and eventually found work as a copywriter for a direct marketing company. Writing an advertisement for a U.S. School of Music correspondence course was one of his first tasks.
Under the title “They Laughed When I Set Down At The Piano – But When I Began To Play…” John wrote four pages of content. The article that followed this headline was written in the first person by the man who had just shown up to a party where he played the piano for the first time and managed to amaze everyone there (and shut up his critics).
Secrets Copywrites Formula:
Instantly, the commercial began to pay dividends. In addition to generating unprecedented revenue, the headline itself quickly became ingrained in popular parlance. Some vaudeville acts parodied the commercial with jokes like, “…because somebody stole my piano stool.” The formula was quickly stolen by other copywriters, who produced a flood of ripoffs.
And you may still find replicas are selling today.
But why did John Caples, then 25 years old, have such success with his advertisement? There are several causes:
To pitch his product, he told a narrative. It’s undeniable that stories have an impact. They aid in comprehension and faith in a way that no other medium of transmission can. Whenever we listen to a narrative, our minds and hearts become immersed in it, and we begin to feel as though we are the protagonist ourselves.
The protagonist shuts up his critics. Who wouldn’t want to show our detractors who’s boss? In the commercial, the man’s musical abilities make him the life of the party. To restate, who among us doesn’t long for the approval of our peers?
There’s advice on how to better oneself in the ad. His social life flourished as a result, and it demonstrates how to learn piano. The advantages extend far beyond simple music lessons and even include a certain level of social standing(Copywriter Secrets: The Most Famous Ad-History).
The Consensus of The Masses of Copywriter Secrets Ad-History:
The consensus of the masses. Everyone knew this guy is makeup, yet the ad still made it appear like anyone could pick up the piano quickly. If someone else (even a fictional character) has succeeded, then we should be able to as well. This is the persuasive force of social evidence. You can find more information about using social proof to generate persuasive copy in Freelance Copywriter Secrets: Social Proof-Awesome Copywriting Tool.
There are two stages to the advertisement. The reader can send in a voucher and ask questions before committing to a purchase, giving them more time to consider their options. The barrier to entry reduces, and the time investment lessens, with 2-step advertisements. Read the latest piece on 2-step advertisements at Freelance Copywriter Secrets: Why 2-Step Ads Convert Better.
The best part is that there is no charge for the information. That one word packs a lot of punch. The interested can ask questions and receive free information in a 2-step advertisement. The seller, on the other hand, profits because the interested party has “opted in” to receive promotional materials (such as sales letters) that will help seal the deal at a later date.
You have probably either seen or will soon see, one of the many imitators of Caples. When a method is successful, other writers will want to replicate it.