6 Copywriting Secrets from Ad Legend John Caples for Small Business
Timeless Persuasive Writing Tips to Boost Sales and Compete Online
Every business owner knows that attracting and converting customers is the lifeblood of their company. For small businesses, mastering the art of persuasive copywriting is crucial to drive sales and growth while competing against big brands with large marketing budgets.
You need to be strategic, creative, and impactful. That’s why I often look to the great copywriters of the 20th Century, like John Caples, for actionable tips.
During his 52-year career, Caples created legendary advertising campaigns, including the famous U.S. School of Music’s “They laughed when I sat down at the piano...” advertisement, while sharing timeless copywriting wisdom.
Six persuasive copywriting Caples-inspired tips to get ahead of your competition and compete with the bigger guys:
Don’t beat around the bush: “Orr’s Kitchen Supplies has been making quality blenders for over 50 years.”
Do lead with your strongest benefit: “Introducing Orr’s Kitchen Supplies new Blendmaster XL – crush ice and frozen fruit in seconds with the most powerful blender on the market.”Don’t write dull copy: “The Blendmaster XL is a good blender for smoothies and shakes.”
Do introduce curiosity and news: “According to Harvard scientists, this new blending technology could increase nutrient absorption by 35%.Don’t overdo it: “The Blendmaster XL has a 1500W motor, heat-resistant glass pitcher, self-cleaning cycle, and digital touchscreens…”
Do focus on your key selling points: “The Blendmaster XL pulverizes the toughest ingredients with consistent, high-torque blending. The self-cleaning cycle makes cleanup effortless.”Don't be redundant with descriptors: “The Blendmaster XL is a powerful blender. It power crushes ice with ease.”
Do reinforce benefits creatively: “The Blendmaster XL reduces fruits and veggies to a velvety puree. Even the toughest vegetables are no match.”Don’t forget to prove claims: “The Blendmaster XL is the best blender you can buy.”
Do provide evidence: “Ranked #1 by Consumer Reports, the Blendmaster XL outperformed blenders twice its price.”Don’t neglect visuals: This text-heavy ad is noisy and has too many colors, making it overwhelming for the viewer.
Do make images central: This ad prominently features the product image of the blender as the focal point against a clean background.
While John Caples succeeded in a different era of mass media advertising, his copywriting principles remain timeless. When combined with modern data-driven marketing, they offer powerful tools for small businesses battling limited budgets and brand recognition. Use these tips to get noticed in a crowded marketplace and thrive in the digital landscape.