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John Caples Believability Secrets Part 2 - Old Masters Series

Published by: David Garfinkel on 02-12-2024

You can have the greatest product, the greatest headline, the greatest targeting, the greatest offer, and the greatest price.

But you know what’s going to torpedo your entire promotion in a New York minute?

It’s: if your prospect doesn’t believe you.

We covered one aspect of believability last week, but we have some fresh tips today.

Because believability is the pass/fail test every ad must pass in order to work.


But that’s not the end of the story.

In today’s Old Masters Series episode, we draw on the considerable wisdom of the great John Caples, and a new book I just found out about.

Unlike the classic Caples work Tested Advertising Methods, this book is readily available on Amazon for the low, low price of $8.86. And the Kindle is even less.

It’s called Making Ads Pay, and it’s worth far more than the asking price.

In this book Caples has a whole chapter on making ads believable. We’re going to talk more about that today.

Making Ads Pay, by John Caples:

Keywords: John Caples Old Masters copywriting

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