A legend in advertising for more than 60 years, John Caples's classic work has been updated to retain all of the candid analysis and invaluable award-winning ideas from the original while bringing it up to date on the many changes in the field.
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Most Helpful Customer Reviews
53 of 54 people found the following review helpful
Format:Paperback
It is so good because Caples was in the mail order advertising business for forty-something years, and that's one of the few kinds of advertising that gets real feedback. Ads can be tested and the results can be compared. So Caples gives you FACTS rather than opinions about what works in advertising.
The book is very informative and also very interesting because Caples will show you two examples of ads he ran as a split-run and says "one sold three times more than the other; can you guess which one?" Then he'll tell you, and tell you WHY.
Not only that, but the book is extremely readable. I'm the author of Self-Help Stuff That Works, and I'm an expert on putting the most useful information into a readable form, and this book is as good as it gets. As David Ogilvy says in the introduction, "This is, without a doubt, the most USEFUL book about advertising that I have ever read." No more endorsement than that is needed!
33 of 33 people found the following review helpful
Format:Hardcover
I have read this book twice cover to cover and refer to it almost everyday. If I could have given this book 6 stars I would have done it without reservation.
I have ordered and read at least 4 different books on copywriting and advertising in the last year. Most of the books have good ideas, but none of them describe the methods of writing headlines the way Caples does. He spends 4 chapters on it and let me tell you when he is finished you will know it cold! Personally that would have been enough to sell me on the book, but he doesn't stop there. He talks about scientific advertising to make sure you are writing ads that sell and not waste money. In addition, he talks through how to write the first paragraph and how to structure the copy. Finally, he spends time to talking about how to improve the selling power of copy.
Since I have read this book my ability to write copy has reached a whole new level. If you are in this field or responsible for writing copy I would advise you that this is a book you MUST own.
37 of 39 people found the following review helpful
Format:Paperback
There's a reason why David Olgilvy calls this the most useful advertsing book he's ever read! I hold a Ph.D in Sales/Marketing and they simply DO NOT teach this money producing stuff enough at our colleges and universities! Instead, most of them opt for creative mush that's clever and makes for good awards and 5 minute speeches....but doesn't sell anything! If you want simple, brass tacks, powerful advertising advice, this book will be the most delapidated marketing resource in your library!
Is you're serious, RUN, don't walk to the checkout and pickup this incredible book. You'll pay guys like Dan Kennedy hundreds and even thousands of dollars for this advice...but it's all right here! Good stuff!
Is you're serious, RUN, don't walk to the checkout and pickup this incredible book. You'll pay guys like Dan Kennedy hundreds and even thousands of dollars for this advice...but it's all right here! Good stuff!
Most Recent Customer Reviews
Perhaps the best book on direct marketing ever written
I've worked in big direct marketing agencies all my career and can name a dozen campaigns that have failed because they didn't heed these guidelines. Read more
Published 7 months ago by Amazon Buyer
I'd prefer a refund
This book is a great disappointment. Imagine reading an updated version of Dale Carnegie's "How to win friends and influence People". How could the publisher be so stupid? Read more
Published 11 months ago by C. G. Bradshaw
One Of If Not THE BEST Marketing Books Ever Written
I have the fifth edition of this book, published in 1997. The fact it's a fifth edition ought to clue you about how good it is. Read more
Published 15 months ago by Bruce Paul Brinick
A Still-Useful, If Flawed and Narrow, Resource for Today's Copy Writer
This classic on writing ads is well established as a must-read. The book has shortcomings for (post)modern-day copy writers, however. Read more
Published 16 months ago by Kurt Foerst
Best Ad Book Ever
This is the book that got me interested in advertising. So interested I did not want any other career way back in 1982. Read more
Published 16 months ago by M. Jacob
Must Read for Advertisers and Businesses
This is one of the best books, if not the best, ever written on advertising. You'll learn more from this book than you ever thought possible. Read more
Published 18 months ago by Barman
Good book
Its a good book, very easy to explain and help in many times in the making of ads, specially when one use internet to do ads.
Published 20 months ago by Ruth Brito Brito
Classic Advertising and Copywriting Book.. A Must for Your Library!
There is a reason that literally every single marketing student in the world has read and talks about this book. Read more
Published on May 5, 2010 by Issamar
"How To Use The Bathroom"
The above headline was seriously touted by the 5th edition of this book as an example of a *good* headline. No, I am not kidding. It's on page 59. Read more
Published on March 16, 2010 by CopywritingGuy
Tested Advertising
This book is a MAJOR disappointment....I thought I was buying the 4th Edition as advised by many other writers and I can see why I should of. Read more
Published on January 19, 2010 by Wr Wetere
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