“In an opinion test, people hesitate to reveal their selfish motives.For example, in an opinion test of life insurance advertising, an ad with the headline, ‘What would become of your wife if something happened to you?’ outpulled an ad with the headline, ‘To men who want to quit work someday.’When these same ads were subjected to a mail-order sales test, the results were reversed.”
John Caples How to Make Your Advertising Make Money
Opinion Tests Lie
“In an opinion test, people hesitate to reveal their selfish motives. For example, in an opinion test of life insurance advertising, an ad with the headline, ‘What would become of your wife if something happened to you?’ outpulled an ad with the headline, ‘To men who want to quit work someday.’ When these same ads were subjected to a mail-order sales test, the results were reversed.”
John Caples
How to Make Your Advertising Make Money