I just read a lovely post from Henneke Duistermaat.  In it she asks – Can a book from 1932 teach us copywriting tricks?


Basic human desires are still the same.  Freedom from pain.  Enjoyment of life.  Protection of loved ones.


So here's a lesson from the classic Tested Advertising Methods by legendary John Caples (the fifth edition): 


The most frequent reason for unsuccessful advertising is advertisers who are so full of their own accomplishments (the world's best seed!) that they forget to tell us why we should buy (the world's best lawn!).


That was true 80 years ago, and it's still true today: 


Always talk about your reader's benefits.  Always focus on solutions to your reader's problems.  Because your reader isn't interested in your products.  Your reader is interested in himself.


Wise words.  Now…back to what you were meant to be doing before you got side tracked by this blog!!