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Tested Advertising Methods by John Caples.
Some refer to this book as the Bible of proven advertising techniques.
There have been many changes in marketing and advertising since the book was written in 1932 but many of the core principles in the book hold true today. The life story of the author John Caples (1900 -1990) is fascinating and he wrote what many believe to be the greatest advert of all time “They laughed when I sat down at the piano.”
Caples spent much of his life learning how to measure the success of advertising through scientific testing, and today with the cost of marketing being a key issue in business development, testing and measuring your marketing results is a critical component of any marketing strategy. You must test and measure. In this classic book you will find a wealth of tried and tested methods and it’s also packed with examples. I find myself smiling as I read the book because it has a certain aged charm, but don’t be fooled as Caples applied rigorous testing to his methods.
Here are three examples of the headlines he discusses and in the book, he also goes into detail on why they worked so well…
Whilst the words and products contained in the book may appear a little dated, the systems and methods for writing great copy remain as relevant today. In his copywriting Caples employed a three step approach to creativity which was;
Finally to wet your appetite here are some of the chapter headlines.
Know I don’t know about you, but I believe these insights are invaluable and should be part of your armoury as you learn to market and develop your online business. The book is relevant, well laid out, easy and enjoyable to read and packed with priceless information.
Tested Advertising Methods by John Caples Published by Prentice Hall Business Classics ISBN 0-13-244609-X
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