Donor Doctor Show

Today's episode features John Caples -- Author of Tested Advertising Methods -- discussion. John is one of the most important individuals to study. He can hit a pitch and is very good at testing copies. Tune in! Importance of Headlines The first five chapters of John's book talked about headlines. It served as a guide for Stuart when he was just starting his career. While he was waiting for the elevator one day, a guy came in after him. The guy just received a couple of mails. But he only kept about 2 to 3 mails; the others went straight to the trash can. That's when Stuart realized how very important headlines are. It should be interesting enough for the recipient. Headline Examples John Caples can hit a pitch. One of his most famous ads was "They Laughed When I Sat Down at the Piano, but When I Started to Play...". It became so popular that a comedian made a spoof out of it. Another headline he made was for Arthur Murray. It was "How a Full Prom Made Me Popular". John was very good at testing. He was a bril