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John Caples (1900-1990) John Caples' first advertising job was with Ruthrauff and Ryan a leading mail order company. And it was here that Caples wrote what is arguably the most famous headline of all time: “The Laughed When I Sat Down at the Piano – But when I started to Play…” This ad was written for the US School of Music Also that same year he wrote another similar ad: “They Grinned When the Waiter spoke to me in French – But when they Heard My Reply…” Both of these headlines have been copied over and over again. You still see similar ads today. Why? Because they work. Caples moved to Batten, Barton, Durstine and Osborne (BBDO) agency in 1927 where he spent the rest of his writing career. In 1932 he wrote his first book: “Tested Advertising Methods” and his second “Advertising Ideas” was published in 1938. He became vice President of BBDO in 1941. In his publication “Making Ads Pay” written in 1956 Caples outlined his thoughts on copywriting. In the section “Seven Steps to Successful Advertising” he outlines the steps needed, based on hundreds of tests. These are the 7 steps: 1. Does your ad attract the RIGHT AUDIENCE? He was admitted to the Copywriting Hall of Fame in 1972 and in 1977 The John Caples International Awards was founded, in his honor, by Andi Emerson. His final work: “How to Make Your Advertising Make Money” was published in 1983. He was survived by his widow, Dorothy. John Caples was an ardent believer in the testing of ads. He believed in the simplicity of ads. He was known to dislike humor in ads, and once said: “only half of the people in this country have a sense of humor, and clever ads seldom sell anything.” He also said: “Make your advertising easy to understand. That can be a life work in itself – learning how to write simply. Many people go through their entire lives without making themselves understood.” © Peter Woodhead 2003 Tel: +44.8450534901 (24 hours)
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