THE STORY OF THE GREATEST MARKETING HEADLINE BY JOHN CAPLES
The story of the greatest marketing headline revolved around one of the greatest marketers of all the time JOHN CAPLES. He started his six decades journey in the marketing industry as a copywriter and later ended as the Vice President at Batten, Barton, Durstine & Osborn (BBDO).
He has pioneered marketing to a new standard with his methods and copy writing techniques.
He created one of the most greatest story headline of all time for a US School of Music, which was adopted by thousands of copy writers thereafter. The headline John Caples provided to the US School of Music recorded sales of the coupons. The headline stated
“THEY LAUGHED WHEN I SAT DOWN AT THE PIANO,
BUT WHEN I STARTED TO PLAY.. “
This copy writing was so good that it was copied by multiple brands for multiple purposes till date. John always aimed to keep the headline simple. While he had made numerous headlines in his career, he discovered four categories that determine outcomes.
The fact that attracts prospects to a headline is their self-interest. To be precise, how often you continue reading after the first two words. An example of a self-interest headline could be “The secret to being stress-free is no more secret”
People are always eager to see or hear the news. A new announcement pulls all the attraction at the headline. For example, “The All-new pasta on pizza at Dominos Pizza”
The headline grabs the readers when there is a curiosity in it. How often we tend to discover more about the headline when it creates curiosity! An example of a headline that offers curiosity is “Where did ME disappear?” By Prime India.
QUICK & EASY
The last category of the headline is clear and straight thought. No drama and no Crisp. A headline that does not appear hard to understand. An example of the same would be “Get a Discount on your first three orders on SWIGGY.”
The marketing pioneer John Caples has evolved the term Marketing ever after through his creativity and emphasizing copywriting ability. He will be always remembered as the creator of the greatest marketing headline in history. This was the story of John Caples who wrote the greatest headline “They Laughed”.
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