How to Make Your Advertising Make Money

Imagine... a way for your advertising to actually make you money... Sounds like a novel concept to the big agencies who specialize in "creativity" and clamor for awards over more mundane stuff like... sales, profitability, results. John Caples was part of the establishment but his writing shows why he was clearly a cut above. I'm not sure why this book doesn't get as much fanfare as the author's Tested Advertising Methods. But this one is every bit as good. Perhaps it's the typeface, since this one hasn't gotten a reissue since 1983. Whatever, don't judge a book by it's... typeface. Dig into this one and you'll never have to worry about which half of your advertising is actually making you money. You can start making money with all of your advertising. And hopefully the publisher will do what they did for Tested Advertising Methods by releasing a modernized version. All they need to do is slap a little lipstick on this... stunning supermodel!

This book and Tested Advertising Methods were my first contacts with direct marketing and copywriting and what you have to consider. I consider them both classics. A must at least for every copywriter and also everyone who has to work in this area. In my job I often get suggestion for ads which are funny and creative. But funny doesn't necessarily sell. This book - based on so-called scientific advertising - shows you what works and what to look for in an ads or a copy.

This book is full of proven methods of making cost-effective advertising. A bit outdated but still very valid and central to advertising thinking.Simple to read and well-organized. Examples of chapter names include; "303 words and phrases that sell", "12 ways to find advertising ideas" et cetera.An important reference book to anyone involved with selling in general and copywriting in particular.Other related books include; Ogilvy on Avdertising and Tested Advertising Methods.

Recommended in monthly Radio Management Newsletter by Holland Cooke, consultant to News/Talk/Sports AM radio stations.