Tested Advertising Methods
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Here are all the proven selling techniques to remove the guesswork from advertising, making it a science of sure results. From writing the headline to making the offer...from finding the right appeal to putting it into your copy...from selling layouts to conducting practical, affordable testing, Caples shows you, step by step, how to make all your advertising successful. You'll learn why some ads work, and why others fail. You'll discover how to write headlines that attract readers...choose graphics that help sell your product...and find the right appeal for your audience.
IllustrationsPrefaceForeword to the Fourth EditionIntroduction to the Fifth EditionAcknowledgments1The New Advertising Strategy12The Most Important Part of an Advertisement133Headlines That Attract the Most Readers224Right and Wrong Methods of Writing Headlines295Thirty-Five Proven Formulas for Writing Headlines and Direct Mail Teasers466Finding the Right Appeal707Tested Advertising Versus Untested Advertising848How to Put Enthusiasm into Advertising Copy949How to Write the First Paragraph10210Right and Wrong Methods of Writing Copy11511Twenty Ways to Increase Selling: Power of Copy13312How to Avoid Special Problems in Copywriting15913Thirty-Two Ways to Get More Inquiries from Your Advertising16914How to Appeal to a Mass-Market Audience18515Layouts and Illustrations That Attract the Most Readers19916How to Make Small Ads Pay21617Ten Brain Teasers22418Seventeen Ways to Test Your Advertising235Index271
