;)
This 1926 John Caples ad is one of the most famous press advertisements ever written. It truly set the standard for Direct Response and other forms of copywriting. They Laughed When I Sat Down At the Piano...But When I Started to Play!
I'd like to paraphrase this in a Pay Per Click landing page. I'm thinking -
They Laughed When I Sat Down At The Computer...But When It Started to Pay!
Picture Caption: "Does it really pay?" a girl whispered. "Heavens no!" Arthur exclaimed. "He's wasting his time."
Body Copy:
Arthur had just shown everyone his (doctored) Clickbank earnings. The room rang with applause. I decided that this would be a dramatic moment for me to make my debut. To the amazement of all my friends, I strode confidently over to the computer and sat down."Jack is up to his old tricks," somebody chuckled. The crowd laughed. They were all certain that I didn't have a clue.
"Does it really pay?" I heard a girl whisper to Arthur.
"Heavens, no!" Arthur exclaimed "He's wasting his time. He's never taken a trick in his life...But just you watch him. This is going to be good."
I decided to make the most of the situation. With mock dignity I drew out a silk handkerchief and lightly dusted off the computer keys. Then I rose and gave the revolving stool a quarter of a turn, just as I had seen Bill Gates do one time.
"What do you think of his keywords?" called a voice from the rear.
"They're crap!" came back the answer, and the crowd rocked with laughter.
Then I Started to Log In to Adwords
Instantly a tense silence fell on the guests. The laughter died on their lips as if by magic. I showed them my ClickThroughRate of 10%. I heard gasps of amazement. My friends sat breathless - spellbound!
I checked through my stats and as I did I forgot the people around me. I forgot the hour, the place, the breathless watchers. The little world I lived in seemed to fade - seemed to grow dim - unreal. Only the Stats were real. Only the CTR and the money it brought me. Visions as beautiful and as changing as the wind blown clouds and drifting moonlight that long ago inspired the master marketers. It seemed as if the master marketer himself Perry Marshall was speaking to me - speaking through the medium of keywords - not just any keywords but my keywords. Exquisite high-paying keywords!
A Complete Triumph!
As the last clicks of the keyboard died away, the room resounded with a sudden roar of applause. I found myself surrounded by excited faces. How my friends carried on! Men shook my hand - wildly congratulated me - pounded me on the back in their enthusiasm! Everybody was exclaiming with delight - plying me with rapid questions... "Jack! Why didn't you tell us you could make money like that?"... "Where did you learn?" - "How long have you studied?" - "Who was your teacher?"
"I have never even seen my teacher," I replied. "And just a short while ago I couldn't find a keyword."
"Quit your kidding," laughed Arthur, himself an accomplished pay-per-clicker. "You've been studying for years. I can tell."
"I have been studying only a short while," I insisted. "I decided to keep it a secret so that I could surprise all you folks."
Then I told them the whole story.
"Have you ever heard of
The Definitive Guide To Google Adwords I asked.A few of my friends nodded. "That's a best-seller, isn't it?" they exclaimed.
"Exactly," I replied. "They have a new dynamic method that can teach you to make money from Adwords in just a matter of days."
How I Learned to Make Money From Adwords
And then I explained how for years I had longed to make money online and be my own boss.
"A few months ago," I continued, "I saw an interesting ad for
The Definitive Guide To Google Adwords - a way of learning Adwords which only cost a few cents a day! The ad told how a woman had mastered Adwords in her spare time at home - and without a teacher! Best of all, the wonderful new method she used, required no laborious work - no heartless exercises - no tiresome practising. It sounded so convincing that I filled out the coupon requesting the Free Ebook.""The free ebook arrived promptly and I started in that very night to study the Demonstration Lesson. I was amazed to see how easy it was to play this new way. Then I sent for the course.
"When the course arrived I found it was just as the ad said - as easy as A.B.C.! And, as the lessons continued they got easier and easier. Before I knew it I was starting my own Adwords campaigns. Nothing stopped me. I could pick whatever keywords I liked and I soon got hooked on CTR!"
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