You can have the greatest product, the greatest headline, the greatest targeting, the greatest offer, and the greatest price.

But you know what’s going to torpedo your entire promotion in a New York minute?

It’s: if your prospect doesn’t believe you.

Believability is the pass/fail test every ad must pass in order to work.

Period.

But that’s not the end of the story.

In today’s Old Masters Series episode, we draw on the considerable wisdom of the great John Caples, and a new book recommended on twitter/x by a current copywriting master and friend of the show, Doug D’Anna.

Unlike the classic Caples work Tested Advertising Methods, this book is readily available on Amazon for the low, low price of $8.86. And the Kindle is even less.

It’s called Making Ads Pay, and it’s worth far more than the asking price.

In this book Caples has a whole chapter on making ads believable. We’re going to talk about that today.

Making Ads Pay, by John Caples: https://www.amazon.com/dp/048648601X

Download.