Ebook Download Making Ads Pay: Timeless Tips for Successful Copywriting, by John Caples
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Making Ads Pay: Timeless Tips for Successful Copywriting, by John Caples
Ebook Download Making Ads Pay: Timeless Tips for Successful Copywriting, by John Caples
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A veteran copywriter offers advice on how to spark ideas and then capture them in copy, how to write headlines that attract attention, how to make ads believable and motivate readers to act, and how to learn from failure as well as success. Readers will discover principles, procedures, and practical suggestions for every medium and style of advertising.
- Sales Rank: #1448075 in Books
- Published on: 2013-02-08
- Original language: English
- Number of items: 1
- Dimensions: 9.02" h x .54" w x 5.98" l, .77 pounds
- Binding: Paperback
- 258 pages
About the Author
Caples was vice president of Batten, Barton, Durstine & Osborn, Inc., retiring after 40 years of service. He is a member of the Copywriters's Hall of Fame.
Most helpful customer reviews
14 of 15 people found the following review helpful.
A must have!
By Mad Max
As a beginning copywriter, John Caples wrote what is probably the most famous ad of all time, "They Laughed When I Sat Down at the Piano..." With 31 years' experience and the same skill and imagination, he is also the author of this practical text on the question of central interest to all copywriters--What makes one ad pay, while another fails?
Caples analyzes the hundreds of successful ads quoted in this book, and the many side-by-side comparisons between two similar but not equally successful ads. In analyzing these examples, he isolates the essential appeal of the ad that made it a success. These analyses yield principles, procedures, tips and practical suggestions--each tested with 31 years' experience--that you can immediately apply to any copy assignment in any media and style.
All copywriters, from cub to chief, should find a spot within easy reach for this useful, practical text. For anyone who works with copywriters, or wants to know more about advertising, this is the best book around for describing clearly and factually what the copywriter is trying to do, what his problems are, and how he goes about solving them.
5 of 6 people found the following review helpful.
Classic Copywriting Guide
By Andrew Everett
John Caples was a pioneer of direct-response copywriting. In Chapter 8 he presents as series of paired ads which were tested, followed by analysis of why the winning ads outperformed. The winner often outperformed the other by a wide margin -- up to five times as many responses.
Caples emphasizes the importance of headlines throughout the book. "If the headline doesn't induce reading, it doesn't matter what the copy says. Because copy that isn't read, can't sell." He suggests starting the body copy by continuing the thought from the headline. "You will never lose a reader in the first paragraph by amplifying the idea which stopped him in the first place."
The author cautions that clever ads tend to underperform because they lose clarity. He observed that "so-called clever ads are sometimes published for products where it is impossible to check sales results from ads."
Caples retired as Creative Director of BBDO in 1982 after 56 years in the advertising business. The world has changed a lot since he wrote this book in 1957. While his ad copy is dated, his focus on copy testing and conversion is as relevant as ever. "Styles may change in advertising, but not the basic principles."
4 of 5 people found the following review helpful.
An incredible book that's still relevant
By Susanna Hutcheson
John Caples explains how he came to write his famous ad, "When I sat down at the piano . . ." and many other great little tidbits. He shares how to write effective headlines (make sure they build curiosity and offer a reward.) While I'm a seasoned copywriter and writer, I never tire of reading the masters. And Caples is certainly a member of that honored group.
This book is truly a gem. He discusses ads that worked and those that didn't. He discusses his own mistakes. Not many people would dare to do that. You almost feel you get to know the real John Caples in this book. It's a very honest book.
If you're a copywriter, you need to read it. If you don't, you're missing one of the greatest reads and some of the best lessons you could have. For the price of this book, you'll get a real education.
Highly recommended.
-- Susanna K. Hutcheson
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