They laughed when I said this LinkedIn advertising headline would work. But when they saw the results……..
If you recognise this headline you’re either old or a learned marketer. Or maybe you’re both.
It is an amended version of a classic advertising headline written by John Caples; a true advertising legend.
It was used in a newspaper advertisement to sell a distance piano lesson course over 80 years ago.
Obviously the success of the advertisement wasn’t down to the headline alone. Everything else – body copy, images, emotion, offer – all supported the headline and added to its success.
It has been applied 1000’s of times the world over to sell all sorts of things.
And I used it recently on a Linkedin pay per click advertising campaign for professional services. I tested its click through and conversion rates and against 7 other headlines.
And it won hands down.
It also worked as a headline on a posted direct marketing campaign I wrote to sell commercial legal services
In truth, the posted mailing only pulled a single response from the mailing of around 200. But the people on the mailing list had never heard of us and it was our first and only piece of communication with them.
More importantly, the one person who did respond became a client whose fees paid for the communication, with some extra for profit. And as the objective of the direct mail was sales, it was a success.
Do you know why I think it still works today as it did over 80 years ago?
It’s because, contrary to popular belief, people don’t really change.
You and I still have the same basic needs, wants and desires as we’ve always had.
And you and I are human beings, meaning we are emotional. People buy on emotion much more than they do logic, even in business-to-business.
This concept of us not changing much is explained in this quote. It’s by another grand old man of advertising, Bill Bernbach.
The next time you’re planning a marketing campaign, you might find his words useful.
“It took millions of years for man’s instincts to develop. It will take millions more for them to even vary. It is fashionable to talk about changing man. A communicator must be concerned with unchanging man, with his obsessive drive to survive, to be admired, to succeed, to love, to take care of his own.”