“Quit Work Someday” Ad by John Caples

swiped by Swipe-Worthy ran 1929

"To Men Who Want To Quit Work Some Day"

Legendary ad man, John Caples, created the ads below for Phoenix Mutual, a long-time client of his. The first ad was the most successful ad he created for them...View More

To Men Who Want To Quit Work Some Day

Key Takeaways

  • It's no coincidence that John's most successful ad called out his audience in the headline. It's a strategy that works when you know how to fully understand your target audience.
  • In all of the featured ads, John included the same copy from a previous ad that did well. In his book "Making Ads Pay" he specifically mentions the power of reusing parts of a successful ad in a new one so it's not like you're completely relying on new & untested messaging.
  • The photo of the man fishing played a huge part in the ad's success & should not be overlooked. The key is to include a visual that plays on the desired result & enhances the messaging even more.

Analyst Spotlight

Swipe-Worthy

Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!

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7 Annotations
Annotations
December 17, 2015

This ad also used the successful copy from a previous ad just as the two above did.

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Swipe-Worthy The Founder
December 17, 2015

This ad is 2 years older from the first one & uses the same "men who want to" strategy of calling out the target audience.

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Swipe-Worthy The Founder
December 17, 2015

This ad also used the successful copy from an older ad, like the one above. This ad is a year older than the first one.

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Swipe-Worthy The Founder
December 17, 2015

Continuing to call out his audience. The second paragraph is a great summary & intro for the rest of the ad.

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Swipe-Worthy The Founder
December 17, 2015

Using the copy from a previously successful ad to increase the chances of this ad being more successful.

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Swipe-Worthy The Founder
December 17, 2015

This was added last minute because he didn't want to imply that they must quite right away which is uncomfortable.

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Swipe-Worthy The Founder
December 17, 2015

John put a photo of a man fishing because he thought it signified "not working" really well.

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Swipe-Worthy The Founder

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