Making Ads Pay: Timeless Tips for Successful Copywriting (Dover Books on History, Political and Social Science)
| Author | : | |
| Rating | : | 4.49 (819 Votes) |
| Asin | : | 048648601X |
| Format Type | : | paperback |
| Number of Pages | : | 256 Pages |
| Publish Date | : | 2014-01-10 |
| Language | : | English |
DESCRIPTION:
An incredible book that's still relevant John Caples explains how he came to write his famous ad, "When I sat down at the piano ." and many other great little tidbits. He shares how to write effective headlines (make sure they build curiosity and offer a reward.) While I'm a seasoned copywriter and writer, I never tire of reading the masters. And Caples is certainly a member of that honored group.This book is truly a gem. He discusses ads that worked and those that didn't. He discusses his own mistakes. Not many people would dare t. Classic Copywriting Guide Andrew Everett John Caples was a pioneer of direct-response copywriting. In Chapter 8 he presents as series of paired ads which were tested, followed by analysis of why the winning ads outperformed. The winner often outperformed the other by a wide margin -- up to five times as many responses.Caples emphasizes the importance of headlines throughout the book. "If the headline doesn't induce reading, it doesn't matter what the copy says. Because copy that isn't read, can't sell." He suggests starting the body. Ok but disappointed. Yes, it was a great book when first published and some information is timeless, but, this book was written well over 50 years ago. some of the information is still relevant, but it was written for the mentality of the consumers of the 50's. We’re in the midst of a huge sea change when it comes to consumer behavior. New technologies have completely transformed consumer expectations and buying behavior. To me, this is great collectors book but it lacks the substance I was looking for. Oth
"This is a valuable textbook for every student of advertising and every writer of ads," declared the Christian Science Monitor, and Booklist pronounced it "of interest to anyone interested in what makes our business economy work.". These analyses yield principles, procedures, tips, and practical suggestions — each tested with decades of experience — that can be immediately applied to every medium and style of advertising.During his six-decade career at the top advertising firm of BBDO (Batten, Barton, Durstine & Osborn), author John Caples pioneered the techniques of effective copy-testing. Why does one ad succeed, while another fails? This classic by a veteran copywriter analyzes hundreds of profitable ads, offering many side-by-side comparisons between similar but not equally effective ads. All copywriters, from cub to chief, can benefit from his helpful suggestions