[GET] Making Ads Pay: Timeless Tips for Successful Copywriting - John Caples [pdf]

[NonConformer]

Making Ads Pay: Timeless Tips for Successful Copywriting

Why does one ad succeed, while another fails? This classic by a veteran
copywriter analyzes hundreds of profitable ads, offering many side-by-side
comparisons between similar but not equally effective ads. These analyses
yield principles, procedures, tips, and practical suggestions—each tested with
decades of experience—that can be immediately applied to every medium and
style of advertising.



Index:

Chapter 1. Seven Steps to Successful Advertising

Chapter 2. How I Wrote My First Advertisement

Chapter 3. How to Write Story Copy

Chapter 4. They Laughed When I Sat Down at the Piano

Chapter 5. They Grinned When the Waiter Spoke to Me in French

Chapter 6. Some Principles Learned in Mail Order Advertising

Chapter 7. An Ad That Failed - and One That Didn't

Chapter 8. Which Appeals Succeed? ... Which Fail?

Chapter 9. How to Think Up Ideas

Chapter 10. How to Write Headlines

Chapter 11. Ten Ways to Write the First Paragraph

Chapter 12. How to Write Advertising Copy

Chapter 13. Ten Ways to Make Ads Believable

Chapter 14. Six Ways to Prove It's a Bargain

Chapter 15. Nine Ways to Make It Easy to Buy

Chapter 16. Six Ways to Make People Buy Now

Chapter 17. A Check List for Making Ads Pay


During his six-decade career at the top advertising firm of BBDO (Batten,
Barton, Durstine and Osborn), author John Caples pioneered the
techniques of effective copy-testing. All copywriters, from cub to
chief, can benefit from his helpful suggestions. "This is a valuable
textbook for every student of advertising and every writer of ads,"
declared the Christian Science Monitor, and Booklist pronounced it "
of interest to anyone interested in what makes our business economy work."

"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."

"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."

"This book is seriously one you need to get your hands on right now!!
When the most famous and successful copywriter in the history of the
world writes a book about copywriting, you know you need to get it asap.
Especially when the book is now out of print and if you don't get your
hands on one now while you can, you may never get to own a copy in your
life

I have seen this book selling for over $2,000 on some other websites, and here
you can snap up a second hand copy here for $43 bucks. What are you waiting for!!"


BTW - You can now get a copy cheap on abebooks.com for under 10 bucks - Non Conformer





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[jomar33]

Though written a long time ago, every word still stands! This is timeless stuff. Thanks for the share, rep added.

[MovieManiac]

thanks for sharing...+rep

[savaloi]

W.W.J.C.D!!! Another awesome addition to the bible collection

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[NonConformer]

Caples is the man, study this shit if you want to make money.

[lmzasiedko]

@NonConformer , Man you need some rest. The amount of high quality stuff you share everyday is insane. I cant keep up with you man. Downloading and reading this much , I didn't read that much in College. This is embarrassing for me.
On the other had, I paid sh.it load of money to get a college degree which is practically useless compared to free stuff you are providing Prof. Dr. Nonconformer.

[NoJob]

(03-28-2014 05:48 AM)s8113 Wrote:  @NonConformer , Man you need some rest. The amount of high quality stuff you share everyday is insane. I cant keep up with you man. Downloading and reading this much , I didn't read that much in College. This is embarrassing for me.
On the other had, I paid sh.it load of money to get a college degree which is practically useless compared to free stuff you are providing Prof. Dr. Nonconformer.

Well said and to you NonConformer thanks and reps. Your shares here are incredible!

[NonConformer]

[ezwealthmagnet]

Thanks Nonconformer!! +Rep Added!! You ROCK!!

[novak]

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