John Caples was one of the most successful copywriters of the 20th century. 

He authored Tested Advertising Methods, which is essential reading for copywriters everywhere. He also wrote and tested thousands of headlines during his career — and this was his conclusion: 

“The best headlines,” said Caples, “appeal to people’s self-interest, or give news.” 

In other words, promising The Reader something helpful or something new is the most efficient way to capture attention, which is the goal of every headline. So I’ve compiled a handful of headline “trigger” words below. These words, consciously or otherwise, alert The Reader to the presence of value, something helpful or something new. 

For example: 

If you’re writing a “Self-Interest” headline, you can use: 

• why

• sale

• save

• easy

• quick

• results

• proven

• how to

• bargain

• guarantee

• last chance

And if you’re writing a “News” headline, you can use:

• new

• now

• at last

• it’s here

• discover

• breaking

• just arrived

• introducing

• announcing

A while back, I shared this list with a mentee, Flick. 

“So much for originality,” Flick said. 

“Mm,” I said. 

“I mean, like…” he cracked his knuckles, “I mean if I use these ‘trigger’ words, I’ll sound like John Caples.” 

I made a face. “John Caples was pretty good,” I said. 

“But I don’t wanna sound like him,” he said, “or anyone else, honestly. I’m me. I want to sound like myself, original.” 

I cleared my throat and sipped some water and pursed my lips. “Then you might be in the wrong business,” I said. “Copywriting, especially direct-response copy, isn’t about self-expression. It’s about connecting with people, and compelling people, and selling things.” 

Flick pursed his lips, too. 

“You know,” I said, “selling is the point.”

I lost touch with Flick years ago… 

But I hope he’s doing well. I hope he took my advice, which, to be honest, I learned from copywriter Bob Bly:

“We are not in the business of being original,” said Bob. “We are in the business of reusing things that work.”

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