Top positive review
74 people found this helpful
Doesn't get any better than this.
on October 25, 1999
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!