Match with what I expect | Tested Advertising Methods

A Practical Guidebook to Copywriting | Tested Advertising Methods | John Caples

books:


	• Tested Advertising Methods John Caples Prentice Hall Trade, 1980 - 318 pages average customer review:based on 56 reviews
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highly recommended

Book Review of Tested Advertising Methods

Tested Advertising Methods is a classic book with excellent content. Although I bought a used copy it arrived in good as new condition.Tested Advertising Methods (Prentice Hall Business Classics)

Match with what I expect

In the very beginning, I worried about the condition of the book even the description said it was in good condition. Different people can have different perception and then description. Finally, I receive the book today. Really, it is better than what I expected. No need to worry in my future ordering.

A Practical Guidebook to Copywriting

This, to copywriters, is the Hitchhiker's Guide to the Galaxy for those wandering the universe.

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Do you want your copy to work incredibly?

This book really should have been called how to write headlines that pull. This book has so much information in it you will need 2 copies, 1 to read and the other to mark up and highlight. Since headlines are what usually pull the reader into the copy you must have great ones that are tested, yes that is in the book along with so much more. The ideas that you could get just from one chapter like getting people to take action by clipping a coupon. White space is wasted space. How to write the headline with appeal which is what the book says is the most advantageous way to write the headline(pg 73). Page 110 alone is worth the cost of the book. Yes most of this book was written for direct mail but you can use just about everything on the internet also.

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The best

I have read quite a few marketing/advertising books and this book gave me the best advice on headlines and copy. I always knew that headlines were more important, but this book broke it down and I really began to understand them.

Right away I realized why some of my past headlines failed. The three categories of headlines are:

1) Benefit
2) News
3) Curiosity

The book will give you examples of each and tell you what works better for each case. The rest of the book had some great info as well.

Overall I am starting to see that the greats of the past like this book is what all present day "gurus" copy and try and make money off of it. Many of the courses/seminars/etc that are thousands of dollars.. you can read books like this one and get the same info.

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A legend in advertising for more than 60 years, John Caples still serves as a guide to generations of creative marketing people. Now his classic work on how to create successful advertising has been updated by respected advertising consultant Fred Hahn. It retains all the clarity, candid analysis, time-tested experience and invaluable award-winning ideas from the original, while bringing it right up-to-the-minute on the many new changes in the field.