In copywriting:
A “control” is the best-performing ad, the version pulling the highest response rate.
As a conversion copywriter, you’ve one job, a sole purpose: beat the control.
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When a control is outperformed, it’s replaced by the version that beat it, the new control. But some ads — very few — are so dominant, they persevere, outselling and outlasting the competition for years, even decades.
These are the ads you want to read, study, transcribe, and emulate.
Decades ago:
A copywriter named Bob Stone wrote one such ad, a direct-mail piece for The Kiplinger Letter, a financial newsletter, that went unbeaten for more than 35 years. Stone’s promo, now considered a masterpiece, out-pulled countless tests, including many submitted by preeminent copywriters.
His secret? I’ll tell you exactly.
Stone used a 7-step formula to outline his copy.
This formula is now known as Bob Stone’s Gem:
1/ Benefit
2/ Expansion
3/ Positive
4/ Proof
5/ Negative
6/ Summary
7/ Action
Back then, Stone used it to structure a physical sales letter, old school. But you can use it today to create articles, emails, pitch decks — anything intended to persuade, to compel action. It continues to work because the formula is timeless, rooted in psychology, as enduring and universal as the human condition itself.
Keep reading. I’m about to breakdown Stone’s famous Kiplinger ad, step by step:
1/ Begin with your strongest benefit:
Benefits sell, which is why Bob Stone’s Gem is so compelling. It immediately asks the copywriter to focus on the strongest, most profound piece of value (usually in the headline).
In this case, the salient benefit is the promise of knowing the answer to a fundamental economic question.
Stone writes:
Will There Be BOOM and More INFLATION Ahead?
2/ Expand on your strongest benefit:
You can do this by “future-pacing” the benefit, helping The Reader see its impact on her life, her reality tomorrow, next week, a year from now.
The word “will” triggers this effect, forcing us to think forward.
Stone writes:
The next few years will see business climb to the highest level this country has ever known. And with it… inflation. Not a boom, but steady growth accompanied by rising prices.
Those who prepare now for the growth and inflation that lies ahead will reap big dividends for their foresight… and avoid the blunders others will make.
3/ Explain what the prospect will get:
Make your offer using clear, specific language. Tell The Reader exactly what she will gain — and why she needs to act today, now. Then de-risk the decision with a guarantee, which Stone positions as a “Try-out” in his letter.
He writes:
You’ll get the information you need for this type of planning in the Kiplinger Washington Letter… and the enclosed form will bring you the next 26 issues of this helpful service on a “Try-out” basis. The fee: Only $16 for the six months just ahead, a savings of almost 24% over the regular rate.
4/ Prove the value with past experience:
Lend credibility to your claims with facts, statistics, testimonials. In his letter, Stone references a series of Kiplinger’s accurate, potentially life-changing predictions.
He writes:
During the depression, in 1935, Kiplinger warned of inflation and told what to do about it. Those who heeded his advice were ready when prices began to rise.
Again, in January of 1946, Kiplinger renounced the widely held view that a severe post-war depression was inevitable. Instead he predicted shortages, rising wages and prices, a high level of business. And again, those who heeded his advice were able to avoid losses, to cash in on the surging economy of the late 40’s, early 50’s and mid-60’s.
5/ Explain the consequences of inaction:
People will jog to pleasure but we’ll sprint from pain. Indeed, we are all far more driven to avoid discomfort or suffering then we are to acquire satisfaction or delight. Copywriters must always keep this in mind.
Stone writes:
Now Kiplinger not only foresees expansion ahead, but also continuing inflation, and in his weekly Letter to clients he points out profit opportunities in the future… and also dangers.
6/ Summarize the benefits:
Revisit the impact, reminding The Reader of everything she stands to gain.
Stone writes:
The Kiplinger Letter not only keeps you informed of present trends and developments, but gives you advance notice of new government policies… political moves and their real meaning… money policy… foreign affairs… taxes… prices… union plans and tactics… employment… wages… anything that will have an effect on you, your job, your personal finances, your family.
7/ Ask for action:
Explain, clearly and specifically, what The Reader must do to claim your offer (reminding her she has nothing to lose, only ample value to gain).
Stone writes:
To take advantage of this opportunity to try the Letter and benefit from its keen judgements and helpful advice during the fast-changing months ahead… fill in and return the enclosed form along with your $16 payment. And do it with this guarantee: That you may cancel the service and get a prompt refund of the unused part of your payment, any time you feel it is not worth far more to you than it costs.
I’ll start your service as soon as I hear from you, and you’ll have each weekly issue on your desk every Monday morning thereafter.
Decades ago:
Bob Stone invented a simple, logical, and remarkably versatile copywriting formula — and ever since, marketers have been using it to create compelling ads, moving people to take action.
Now, will you?
