The young guy had no idea and no experience when he got the job at the age of 25.
He was asked to create learn from an advertising text for a music school course.
The result?
He sat down at his typewriter and created what is probably the most famous headline in the history of advertising:
“They laughed when I sat down at the piano – but when I started to play!-”
For the next 50 years he was one of the most sought-after copywriters.
David Ogilvy called him “one of the most effective copywriters who ever lived.”
John Caples said:
“The primary prospect will read every word of your ad as long as the ad tells him the things he wants to know.”
And what does the customer want to know?
What new and great features does your product have?
Of course not.
If you want to become a freelance copywriter and attract good clients, you need to be able to do two things:
Understand the laos email list customer – you should know more about him than his closest friends. What are his worries? His desires? What is his secret desire?
Understand the product – what features does it have? What benefits do the features provide?
If you master these two things, you can turn your product’s features into benefits that solve the customer’s problems or fulfill their strongest desires.
Always remember:
It’s not about you.
Not even about hague academy of international law courses your product idea .
It’s all about your customer agb directory and how your product can make their everyday life easier, more beautiful or better.
If you want to learn more of John Caple’s endless wisdom and lessons, I recommend his book.