Types to Avoid

John Caples outlines these headlines that failed when tested: "The Trouble with Many Married Men is..." (Life Insurance ad) "Letters Wives Don´t Write to Their Unsuccessful Husbands" (Business Training Course ad) "I´ll never Give Another Party," She Sobbed (Book of Games for Parties ad) They are all poorly used curiosity headlines. Only experienced copywriters should write and use curiosity headlines. None of the headlines gives any news. None of the headlines contains an offer of a benefit that appeals to the reader´s self-interest. They are all negative.