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
This ad also used the successful copy from a previous ad just as the two above did.
This ad is 2 years older from the first one & uses the same "men who want to" strategy of calling out the target audience.
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.
Continuing to call out his audience. The second paragraph is a great summary & intro for the rest of the ad.
Using the copy from a previously successful ad to increase the chances of this ad being more successful.
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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