They Laughed When I Sat Down at The Piano by John Caples

swiped by Swipe-Worthy ran 1927 1

"They Laughed When I Sat Down At The Piano - But When I Started to Play!"

Quite possibly the most swiped advertisement ever, this historic masterpiece by John Caples is famous for a reason. Written almost a century ago, the ad became...View More

They Laughed When I Sat Down At The Piano - But When I Started to Play!

Key Takeaways

  • There are secret emotional desires we all have as humans. The most effective copy taps into these desires. We buy with emotion & justify with logic. You can't sell on logic alone.
  • Create headlines that are cliffhangers. This was a great example of a headline that made the reader want to know what happened next.
  • Try using a story told by a happy & successful customer to sell your product. People are always more likely to listen to a customer than the seller & when you put it into story format, it doesn't look & feel like a testimonial.
  • When you are giving away something for free, don't shy away from asking people information that will better help you get a sale on the back-end. This is shown in this ad when they ask if the person has an instrument.
  • As good as this ad is, understand that many people in the marketing world have heard of this ad & swiping the exact concept would likely get more eye rolls than eyes peeled.

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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