1:26pm
Saint Paul
Let me ask you:
Which works better as a headline: highlighting a problem, or highlighting a solution?
I ask because I’m reading John Caples’ “Tested Advertising Methods” right now–4th edition, thank you for asking.
(Which, by the way, a few years back I could only find the 4th edition in Canada, and the seller would only ship to Canada. Knowing that the 5th Edition sucks (from my own personal experience), I found myself a Canadian mule…)
Anyway.
In it, Caples says that headlines that highlight the positive tend to out-pull the negative.
Because, he reasons… who wants to read an ad about problems?
And while he has a point…
(more…)