Making Ads Pay: Timeless Tips for Successful Copywriting

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.

ISBN-13: 9781607965664

Media Type: Paperback

Publisher: Beta Nu Publishing

Publication Date: 02-08-2013

Pages: 258

Product Dimensions: 6.00(w) x 9.00(h) x 0.54(d)

During his six-decade career at the top advertising firm of BBDO, John Caples (1900–1990) pioneered the techniques of effective copy-testing. The advertising industry's most prestigious tribute, The John Caples International Award, was named in his honor.

Table of Contents

Foreword
1. Seven Steps to Successful Advertising
2. How I Wrote My First Advertisement
3. How to Write Story Copy
4. They Laughed When I Sat Down at the Piano
5. They Grinned When the Waiter Spoke to Me in French
6. Some Principles Learned in Mail Order Advertising
7. An Ad That Failed—and One That Didn't
8. Which Appeals Succeed? . . . Which Fail?
9. How to Think Up Ideas
10. How to Write Headlines
11. Ten Ways to Write the First Paragraph
12. How to Write Advertising Copy
13. Ten Ways to Make Ads Believable
14. Six Ways to Prove It's a Bargain
15. Nine Ways to Make It Easy to Buy
16. Six Ways to Make People Buy Now
17. A Check List for Making Ads Pay
Index
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