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Tested Advertising Methods »
Authors: John Caples, Fred Hahn
ISBN-13: 9780130957016, ISBN-10: 0130957011
Format: Paperback
Publisher: Benjamin-Cummings Publishing Company
Date Published: June 1998
Edition: (Non-applicable)
Author Biography: John Caples
Book Synopsis
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.
Table of Contents
| Illustrations | ||
| Preface | ||
| Foreword to the Fourth Edition | ||
| Introduction to the Fifth Edition | ||
| Acknowledgments | ||
| 1 | The New Advertising Strategy | 1 |
| 2 | The Most Important Part of an Advertisement | 13 |
| 3 | Headlines That Attract the Most Readers | 22 |
| 4 | Right and Wrong Methods of Writing Headlines | 29 |
| 5 | Thirty-Five Proven Formulas for Writing Headlines and Direct Mail Teasers | 46 |
| 6 | Finding the Right Appeal | 70 |
| 7 | Tested Advertising Versus Untested Advertising | 84 |
| 8 | How to Put Enthusiasm into Advertising Copy | 94 |
| 9 | How to Write the First Paragraph | 102 |
| 10 | Right and Wrong Methods of Writing Copy | 115 |
| 11 | Twenty Ways to Increase Selling: Power of Copy | 133 |
| 12 | How to Avoid Special Problems in Copywriting | 159 |
| 13 | Thirty-Two Ways to Get More Inquiries from Your Advertising | 169 |
| 14 | How to Appeal to a Mass-Market Audience | 185 |
| 15 | Layouts and Illustrations That Attract the Most Readers | 199 |
| 16 | How to Make Small Ads Pay | 216 |
| 17 | Ten Brain Teasers | 224 |
| 18 | Seventeen Ways to Test Your Advertising | 235 |
| Index | 271 |
Subjects
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