14 {{ upvoteCount | shortNum }}
14 {{ upvoteCount | shortNum }}

K.I.S.S.

by The Copy Nazi Banned
12 replies




K.I.S.S. - "Keep It Simple Stupid".

The old "They laughed when I sat down at the piano..." press ad. Written by John Caples 80 years ago (1932).

He said
Don't make ads simple because you think people are low in intelligence. Some are smart and some are not smart. The point is that people are thinking about other things when they see your ad. Your ad does not get their full attention or intelligence. Your ad gets only a fraction of their intelligence . . . . People won't study your ad carefully. They can't be bothered. And so you have to make your ads simple.
#kiss
  • Profile picture of the author Steve The Copywriter
    ...which is why I try and put clients off doing a 25 - 35 mins plus video.

    If you can't do it with just words - then why do it at all?

    Having said that Caples did use a drawing...

    Steve
    Signature
    http://www.warriorforum.com/warriors...right-now.html
    {{ DiscussionBoard.errors[7172493].message }}
  • Profile picture of the author 0oo0
    I'm reading Caples - "Making Ads Pay" right now and he uses images as a stopper to get people to look at the ad.
    {{ DiscussionBoard.errors[7172531].message }}
    • Profile picture of the author The Copy Nazi
      Banned
      Originally Posted by 0oo0 View Post

      I'm reading Caples - "Making Ads Pay" right now and he uses images as a stopper to get people to look at the ad.
      "Can he really play?" a girl whispered. "Heavens no!" Arthur exclaimed. "He never played a note in his life".
      {{ DiscussionBoard.errors[7172599].message }}
      • Profile picture of the author Alex Cohen
        Saying people won't watch a 25 - 35 minute video is like saying people won't read a long ad.

        Grab their attention, keep their interest, stoke their desire. If the product or service is something they want, they'll watch every minute of it.

        Alex
        {{ DiscussionBoard.errors[7172962].message }}
  • Profile picture of the author Steve The Copywriter
    Well...if it's a product they want - do we really need videos?

    When words will do it.

    I'm re - reading the legendary quote from Mr Caples on Mals post.

    "The point is that people are thinking about other things when they see your ad. Your ad does not get their full attention or intelligence. Your ad gets only a fraction of their intelligence . . . . People won’t study your ad carefully. They can’t be bothered. And so you have to make your ads simple"


    Steve
    Signature
    http://www.warriorforum.com/warriors...right-now.html
    {{ DiscussionBoard.errors[7173106].message }}
    • Profile picture of the author Alex Cohen
      Originally Posted by Steve The Copywriter View Post

      Well...if it's a product they want - do we really need videos?

      When words will do it.

      I'm re - reading the legendary quote from Mr Caples on Mals post.

      "The point is that people are thinking about other things when they see your ad. Your ad does not get their full attention or intelligence. Your ad gets only a fraction of their intelligence . . . . People won't study your ad carefully. They can't be bothered. And so you have to make your ads simple"


      Steve
      Steve, you've admitted that you're technology challenged, so I understand your reluctance to accept videos.

      But the evidence is clear. Videos increase response.

      Alex
      {{ DiscussionBoard.errors[7178328].message }}
  • Profile picture of the author Thomas Michal
    There are many people that will let the video play on an open tab while they surf other websites.

    So assuming they do that you can still pitch them while they surf on Facebook.

    Where with words once they click off you're done.

    It's also less effort to watch a video that read 2000 words. We've been conditioned that way due to all the rich media online and television.

    Bottom line - if you have the same copy and one is put in to video, more often than not you will see a bump in response.
    {{ DiscussionBoard.errors[7173222].message }}
  • Profile picture of the author RedShifted
    Another thing about video (don't mean to derail the thread). They tend to be harder to make.

    If you factor in that the internet is growing every day, with more and more useless information, that makes me think that videos will only get more and more popular/competitive. I suck at making videos, so recently I've made it one of my top priorities to learn.
    {{ DiscussionBoard.errors[7173630].message }}
  • Profile picture of the author davemiz
    i'm making more money with a video sales letter than i ever did with a written sales letter....

    them numbers dont lie.

    just sayin'
    Signature

    “Judge your success by what you had to give up in order to get it.”
    ― Dalai Lama XIV

    {{ DiscussionBoard.errors[7175133].message }}
  • Profile picture of the author Steve The Copywriter
    I've made more money for clients following John Caples advice.

    Yes - we all love moving pictures.

    And it's cool and actually good fun to be a film director even with those hellishly uncomfortable chairs with our name on the back - shouting "Take 57...Action!"

    I prefer selling - just using the power of words - because those chairs keep collapsing when you lean back hoping they'll keep their balance.

    But I don't mind if everyone wants to makes movies, it means written sales pitches get even more attention.


    Steve
    Signature
    http://www.warriorforum.com/warriors...right-now.html
    {{ DiscussionBoard.errors[7176283].message }}
  • Profile picture of the author freeleon
    Even in SEO, Pictures and video contribute to web 2.0 marketing
    Signature

    Free PowerPoint Templates and Medical PowerPoint Templates

    {{ DiscussionBoard.errors[7178347].message }}
  • Profile picture of the author Steve The Copywriter
    Alex,

    It's true technology has mercifully escaped me, or I've managed to escape it.

    My challenge to myself is - to always try and bump the response with "words."

    If that doesn't happen - then yes, we may move onto or stay with video.

    I can write the scripts and give all the technical stuff to the experts.

    So far I've managed to win - words have pipped video on the response.

    A proviso on this - the target audience's were always in the 35 - 60 age brackets.


    Steve
    Signature
    http://www.warriorforum.com/warriors...right-now.html
    {{ DiscussionBoard.errors[7178387].message }}

Trending Topics