19 {{ upvoteCount | shortNum }}
19 {{ upvoteCount | shortNum }}

Nice to see a new take on Caple's headline in 2014...

by shawnlebrun
15 replies
Opened up my paper this weekend and took a peak at the Parade magazine insert.

Noticed a big ad for Publisher's Clearing House... with the headline...

"They Laughed When I Filled Out my Entry... Guess who's laughing now- all the way to the bank"

Nice twist to a Caple's classic.

The copywriter who wrote it probably was thumbing through some of his old copy books... looking for inspiration, figured, "ah, what the hell"

and then probably banked six figures with that one promo... who knows?
#2014 #caple #headline #nice
  • Profile picture of the author Cool Hand Luke
    Ha! I like it. In fact, it's one of the few swipes of that Caples' piano headline that actually seems like it might work.

    Too many times when people try to swipe that headline it just seems awkward, i.e. "They laughed when I told them how much I got back on my taxes- but then I showed them my returns!"

    I don't know if it's just because I'm familiar with the Caples ad, but those swipes always give me a good chuckle.
    {{ DiscussionBoard.errors[8850055].message }}
    • Profile picture of the author Scott McKinstry
      Nice, thanks for the share.

      One reason this version works is that it makes sense for other people to laugh at a Publisher's Clearing House entry ... what kind of sucker are you, to try to play those impossible odds?

      but then, the juicy revenge of a big payout ...

      so it plays on a few big emotions: greed, revenge, surprise

      Caples' didn't have that built into the headline exactly ... part of the beauty of his version is that we're pulled into the story of the ad because we might wonder, "why did they laugh at you?" Good use of curiosity.
      {{ DiscussionBoard.errors[8850126].message }}
    • Profile picture of the author MagneticKopy
      Originally Posted by Cool Hand Luke View Post

      Ha! I like it. In fact, it's one of the few swipes of that Caples' piano headline that actually seems like it might work.

      Too many times when people try to swipe that headline it just seems awkward, i.e. "They laughed when I told them how much I got back on my taxes- but then I showed them my returns!"

      I don't know if it's just because I'm familiar with the Caples ad, but those swipes always give me a good chuckle.
      I've seen way worse than that - I'll try to dig em' up. I get a laugh every time.
      {{ DiscussionBoard.errors[8850153].message }}
    • Profile picture of the author shawnlebrun
      Originally Posted by Cool Hand Luke View Post

      Ha! I like it. In fact, it's one of the few swipes of that Caples' piano headline that actually seems like it might work.

      Too many times when people try to swipe that headline it just seems awkward, i.e. "They laughed when I told them how much I got back on my taxes- but then I showed them my returns!"

      I don't know if it's just because I'm familiar with the Caples ad, but those swipes always give me a good chuckle.
      No doubt Luke... some who use it... it looks hella awkward and you know damn well they didn't put too much thought into it. Even the classics need to be wordsmithed so they make sense.

      When a writer uses it, you can usually tell the difference whether they're a pro or an amateur... JUST in how they use that headline.
      Signature
      MILLION Dollar Copywriter Offering Written Sales Letter or VSL Script Worth $5,000 - Just $500!
      {{ DiscussionBoard.errors[8850185].message }}
      • Profile picture of the author Memetics
        They laughed when I approached that smoking hot blonde..They were laughing even harder when I came back...
        Signature

        First we believe.....then we consider.

        {{ DiscussionBoard.errors[8850218].message }}
        • Profile picture of the author maverick8
          Originally Posted by Memetics View Post

          They laughed when I approached that smoking hot blonde..They were laughing even harder when I came back...
          that got me to laugh. Funny start to my day
          {{ DiscussionBoard.errors[8850298].message }}
          • Profile picture of the author Alex Cohen
            Not a "true" swipe of the original headline in my opinion.

            The original created curiosity with an incomplete sentence:
            They Laughed When I Sat Down At the Piano
            But When I Started to Play!~
            The reader wonders, Why did they laugh at him? What happened when he started to play?

            The adaption doesn't build any curiosity whatsoever:
            "They Laughed When I Filled Out my Entry...
            Guess who's laughing now- all the way to the bank"
            Alex
            {{ DiscussionBoard.errors[8850509].message }}
  • Profile picture of the author Raymond Duke
    They Laughed When I Sat Down At The Piano But When I Began To Play - Business Insider

    This guy built a viral website based on the concepts of the Caples headline.
    {{ DiscussionBoard.errors[8850296].message }}
  • Profile picture of the author The Copy Nazi
    Banned
    ^ Alex is right. This one is pretty lame.
    {{ DiscussionBoard.errors[8851181].message }}
    • Profile picture of the author BrianMcLeod
      Why would a well-entrenched brand like Publishers Clearing House need to build curiosity?

      Short answer - they don't.

      At this stage in the game for them, they need to beat back a jaded, cynical view of participating in their sweepstakes...

      From that perspective, it makes sense.
      Signature
      Brian McLeod
      {{ DiscussionBoard.errors[8852036].message }}
      • Profile picture of the author jimbo13
        Best take on this headine is from a comedian. Bob Monkhouse (English guy) who wrote a lot of stuff for Bob Hope.

        'They laughed when I said I was going to be a comedian. Well they're not laughing now.'

        Dan
        {{ DiscussionBoard.errors[8852057].message }}
      • Profile picture of the author ewenmack
        Originally Posted by BrianMcLeod View Post

        Why would a well-entrenched brand like Publishers Clearing House need to build curiosity?
        Their creatives on staff or in their agency do,
        because they have to be, ceative.

        How can they have the same message month after month,
        year after year and still get paid? They have to justify their pay somehow, right?

        Look at Coke, how many changes there's been since
        "The Real Thing".

        Jeez, I've lost count.

        End of rant.

        Best,
        Ewen
        {{ DiscussionBoard.errors[8853090].message }}
  • Profile picture of the author DanSharp
    My favorite?

    "They Laughed When I Sat Down At The Piano. Someone had stolen the stool."

    (credit: Gordon White's intro to Caples' "Tested Advertising Methods")
    {{ DiscussionBoard.errors[8851271].message }}
  • Profile picture of the author The Copy Nazi
    Banned
    BTW his name is "Caples" - John Caples. Here's his obit - John Caples, 90, Author in 1926 Of 'They Laughed When . . .' Ad - NYTimes.com

    Would you like it if I called you LeBrawn? I mean this is basic stuff. The guy is an advertising legend.
    {{ DiscussionBoard.errors[8853045].message }}

Trending Topics