Ebook Download Making Ads Pay: Timeless Tips for Successful Copywriting (Dover Books on History, Political and Social Science), by John Caples
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Making Ads Pay: Timeless Tips for Successful Copywriting (Dover Books on History, Political and Social Science), by John Caples
Ebook Download Making Ads Pay: Timeless Tips for Successful Copywriting (Dover Books on History, Political and Social Science), by John Caples
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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. 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. All copywriters, from cub to chief, can benefit from his helpful suggestions. "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."
- Sales Rank: #437590 in Books
- Published on: 2011-10-20
- Released on: 2011-09-22
- Original language: English
- Number of items: 1
- Dimensions: 8.75" h x 5.75" w x .50" l, .55 pounds
- Binding: Paperback
- 256 pages
Most helpful customer reviews
5 of 6 people found the following review helpful.
Classic Copywriting Guide
By 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 copy by continuing the thought from the headline. "You will never lose a reader in the first paragraph by amplifying the idea which stopped him in the first place."
The author cautions that clever ads tend to underperform because they lose clarity. He observed that "so-called clever ads are sometimes published for products where it is impossible to check sales results from ads."
Caples retired as Creative Director of BBDO in 1982 after 56 years in the advertising business. The world has changed a lot since he wrote this book in 1957. While his ad copy is dated, his focus on copy testing and conversion is as relevant as ever. "Styles may change in advertising, but not the basic principles."
4 of 5 people found the following review helpful.
An incredible book that's still relevant
By Susanna Hutcheson
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 to do that. You almost feel you get to know the real John Caples in this book. It's a very honest book.
If you're a copywriter, you need to read it. If you don't, you're missing one of the greatest reads and some of the best lessons you could have. For the price of this book, you'll get a real education.
Highly recommended.
-- Susanna K. Hutcheson
0 of 0 people found the following review helpful.
Five Stars
By Amazon Customer
A must read for all aspiring marketers and copywriters.
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