| by John Caples |
278 pages
|
$14.95
|
 |
This is probably the most widely recommended book on advertising. Recommended
by Ogilvy, Abraham, Halbert, Collier, Schwartz, Sackheim, Hodgson, Rapp,
Collins and others. |
|
If that doesn't convince you, a partial table of contents should: The most
important part of an ad, what kinds of headlines attract the most readers?,
right and wrong methods of writing headlines, finding the right appeal,
tested versus untested advertising, how to put enthusiasm into ad copy,
how to write the first paragraph, 20 ways to increase selling power of
copy, and much, much more. |
| Remember,
all of this was derived from tested and traced results while he was VP
at BBD&O, one of the largest ad agencies at the time. |
|
