Making Ads Pay Timeless Tips for Successful Copywriting
Making Ads Pay Timeless Tips for Successful Copywriting by John Caples, published by Courier Corporation in January 2011, is a reissue that spans 248 pages. This book examines the factors that contribute to the success or failure of advertisements, drawing on the author’s extensive experience in the advertising industry. Caples analyzes numerous ads, providing side-by-side comparisons of similar advertisements to highlight effective strategies and techniques.
Readers will find practical principles and tested suggestions that can be applied across various advertising mediums and styles. The book focuses on the importance of copy-testing and offers insights that are beneficial for all levels of copywriters, from beginners to seasoned professionals. With its emphasis on business and economics, particularly in advertising and promotion, this edition serves as a resource for anyone looking to enhance their understanding of effective advertising practices.
Official synopsis Publisher
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.”
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