John Caples

It's rare for a company to come up with an idea that instantly doubles its revenues and profits.

Back in the 1940s, an ad writer named John Caples worked for an advertising agency called BBDO.

The full name of the agency was Batten, Barton, Durstine, and Osborne.

Comedian Fred Allen once said the name sounded like a suitcase falling down the stairs.

Increasing profit is a grind.

But every once in a while, a small tweak can have a startling effect.

When John Caples wanted to test whether changing one word in a headline would make a difference, profits hit the roof.

Shampoo makers realized that when they added three small words to their bottles, profits lathered up.

Your prospect is busy and distracted and does not want to exert effort taking in your message.

More than 90 years ago, John Caples wrote and tested advertising methods.

When young writers first enter the advertising business, they often rebel at the advice, write simply, use short words and short sentences.

He wrote that in 1932.