How would an old-school direct marketer write email “headlines” today?

Know John Caples?

He’s the legendary copywriter behind the “They Laughed When I Sat at The Piano But When I Started to Play!” ad.

He was at it before they had the luxury of software that tracks success metrics.

So he had to get it right the first time.

But John was sharp.

Using his engineering eye (yup, he was an engineer before putting pen to paper), he analyzed past advertisements and condensed his findings into reliable direct marketing pearls of knowledge. [Read more…]