Making Ads Pay: Timeless Tips for Successful Copywriting

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A veteran copywriter offers advice on how to spark ideas and capture them in print, write headlines, hold readers' attention, and more. Discover principles, procedures, and practical suggestions for every form of advertising.

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.\"

ISBN: 9780486486017
Author: CAPLES, JOHN
Format: Paperback
Publication date: 20/10/2011
RRP: $36.99
Pages: 256
Dimension: 209mm X 136mm
Imprint: Dover Publications