Tested Advertising Methods John Caples .pdf !link! -

Caples argued that you have exactly the time it takes to turn a page to grab a reader. Today, you have 3 seconds before a thumb scrolls past. Look at your headline. If it doesn't promise a specific benefit (Money, Safety, Health, Love, or Social Approval), delete it and start over.

You don't need to read the entire 300-page PDF to benefit immediately. Here are four actionable drills from John Caples that you can run today. Tested Advertising Methods John Caples .pdf

The surface has changed, but the physics remain identical. Caples was a direct-response purist. He didn't care about "brand awareness" if it didn't lead to a signed coupon (or, today, a credit card swipe). Caples argued that you have exactly the time