Results

John Caples had heard many schemes and seen many approaches to advertising. He had watched writers and artists develop projects. He had endured pet peeves and subjective opinions. But he also had studied results and had seen how many projects failed in spite of the best intentions.

Through more than 40 years of marketing experience, he had become one of the most respected voices in the field. Caples knew that many popular approaches fell short. Relentlessly he encouraged those who would listen to put aside their personal biases and be objective. To employ strategies that were tested and proven to produce meaningful results.

One common mistake was creating ads that were catchy and cute, but failed to identify their product or company. These ads, in fact, generally made little or no impact.

He stressed that every ad needs to answer the following questions: What is the product? What does it do? What are its benefits? Why people should buy it? What difference would it make in their lives?

Many believers fall short in similar ways. The Bible reminds us that God promises great rewards for all who apply His principles. Through our lives, we have the opportunity to make sure they know that the Gospel is true! That His Word really works!

We become the living testimony of His principles in action. It is our opportunity to point people to the Gospel, and make sure that they know that Jesus makes a difference in their lives.

Today, remember that people are watching you. Don’t hide your light, but let it shine! Make your life a living testimony to the power of the Gospel, demonstrating why God’s Word really is true!