Copywriting 101, Part 2– Old Masters Series

About this episode

This episode continues the Copywriting 101 series, focusing on the fundamentals of copywriting as outlined by John Caples in his book Tested Advertising Methods.

Once again we’re back to our Copywriting 101 segments in the Old Masters Series, picking up where we left off a couple weeks ago. This is about copywriting fundamentals. It never hurts to review them, and if you weren’t grounded in fundamentals to begin with, it’s never too late to learn what they are. One of the best sources of an expert list of the fundamentals is John Caples, in his book Tested Advertising Methods. There was nothing fancy or intellectual about what Caples said or did, and yet he was one of the greatest direct response copywriters of all time. So our Old Masters Series turns to the late John Caples for source material. Based on his book, we’ve put together a list of fundamentals that everyone should remember and practice. It’s easy to forget or get distracted by the latest shiny object, but ultimately, to win, you alwayshave to go back to the fundamentals. That’s what we’re going to do today. – Tested Advertising Methods, 5th Edition https://www.amazon.com/gp/product/0130957011

Topics covered

• copywriting
• fundamentals
• John Caples
• Tested Advertising Methods

Keywords

• Old Masters Series
• direct response copywriting
• copywriting techniques

Mentioned in this episode

Products: Tested Advertising Methods

Books & works: Tested Advertising Methods

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