They Laughed When I Sat Down At the Piano But When I Started to Play! —

John Caples wrote this ad about 70 years ago. It became a classic and a very good revenue generator for the music school that commissioned it.

Is John Caples selling piano lessons? Not on your life. He was selling the good feeling that the prospect would get when he showed his doubting friends that he could play the piano. If the headline were centered around something like “Piano Lessons” then our happy prospect would have seen himself enduring hours of tedious practice and would never have gotten to the emotional payoff.

If you’re a one man band marketer like the rest of us microniche mavericks then you are the one that will be writing the copy. Don’t make it harder than it has to be. You can write good and effective copy even if you have no experience and don’t think that you can string two sentences together.

Follow the template we outline in the Emotional Marketing with the Four Ps video and you’ll instantly be a better copy writer than 95% of the people out there.

Look at this English cosmetic surgery site to see how they connect features with emotional payoffs.

37 Emotional Benefits
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