Twitter - 4 Tips from a legend Advertising Long Gone

As I scan my library book of business for some information I needed for an article, I came across a book that had not touched for a while ': advertising methods tested to John Caples (5th edition, revised by Fred E. Hahn) . Leafing through the pages, some interesting ideas came up.

But before you get into it a little 'History of John Caples (1900-1990). He was a legend in the advertising industry for over 60 years that has highlighted the other more "scientific" or test of promotion and was a brilliant copywriter, especially in areas of direct response ads and direct mail. His amazing career began in 1920 and its title to the classic, "They laughed when I sat at the piano. But when I started playing," has launched a new school of advertising that used in the real emotional needs of people.

What can we learn from a book that was last published in 1997, before the great explosion of the Internet, and an advertising genius who began his career almost 90 years ago? A lot ', especially to maximize the impact of Twitter.

1. Title is the most important element - The success of any advertising depends largely on the title. If you do not grab the reader, do not make a sale. Since Twitter allows only 140 characters, if you're going to get people to click on a link for more information about the product or service, or simply get them to follow you, your post is your title.

2. A successful title must have one of three actions - successful ads are divided into three classes: 1) The interest of the reader; 2) News, and, 3) Curiosity. Those you saw Twitter messages that fail the three tests?

3. Use a telegraphic language - Since it is necessary to allow the characters of a link, even a small, is all the more necessary to apply Caples Board 'to use "telegraphic language, as if you were sending a cable and you had to pay $ 5 a word. "They even suggest that the title should just be a 1-5 word title" cap ", one that stops immediately in their tracks with a strong appeal to their needs. Sounds like perfect advice for the world 140 characters.

4. The photos are proof, head shots are attracting attention - How many times have you seen the Twitter profiles for real people who are the logos? Caples suggests that the photos are evidence and help to make an announcement credible. Use your photos to your profile! It will help increase the trust of your followers, including evidence that you are a real person. He also suggests that the picture of a square viewer will stop faster than product photos or landscapes. Scroll through the timeline of Twitter. I think you will find this to be true.

While some of the material of the book is dated, does not appeal to the emotional needs of older humans. Read this classic advertising and see what it can mean for you in today's online world .......