1900–1990
1 passage in library
The best headlines are those that appeal to the reader's self-interest.
— John Caples
Legendary copywriter and author, Caples created some of advertising's most famous headlines. His 'They Laughed When I Sat Down at the Piano' ad has been studied for a century. He pioneered split-testing and measurement in advertising, proving what works through data rather than opinion.
Story-driven copy
Social proof through narrative
Curiosity-inducing headlines
Transformation over features
Emotional engagement before selling
They Laughed When I Sat Down at the Piano (ad)
Tested Advertising Methods
Making Ads Pay
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