John Caples

How to Make Your Advertising Make Money

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How to Make Your Advertising Make Money by John Caples

In this remarkable reference, John Caples, a man who has won countless awards and made millions of dollars for some of the largest companies in the United States, draws upon more than 50 years of experience to show you how to write advertising copy that sells anything and everything… write headlines that command instant attention…save thousands of dollars in expenses each year…and much more.
Containing hundreds of true stories, checklists, and guidelines, this sourcebook is for every copywriter, creative director, and business executive who wants to learn how to write copy that sells-from the master who most say did it better than anyone. You'll get:

1. Secrets of Successful Advertising 2. Twelve Ways to Find Advertising Ideas 3. Three Famous Case Histories 4. How to Get Ideas from Brainstorming 5. 303 Words and Phrases that Sell 6. How to Write Sentences that Sell 7. Sales Appeals that Last Forever 8. How to Write Headlines that Make Money 9. How to Use Stories to Sell Products 10. Tips on Copywriting 11. How Editorial Style Ads Can Bring Increased Sales 12. How to Write Sales Letters that Make Money 13. How Direct Response Can Help Advertisers Make Money 14. Ways to Improve Your Copy 15. How to Write Radio Commercials that Get Action 16. How to Apply Mail Order Know-How in Writing TV Commercials 17. Summing Up My Success Secrets I Have Learned in 50 Years

Meet the Author

John Caples was Vice President of BBDO, Inc. when he retired after 40 years of service with the nation's third largest advertising agency. The creator of such classic ads as "They Laughed When I Sat Down at the Piano" and "They Grinned When the Waiter Spoke to Me in French," and a member of the Copywriters's Halls of Fame, Mr. Caples built a nationwide reputation for his research and scientific methods of testing advertising effectiveness.
This book is currently unavailable
320 printed pages
Original publication
2019
Publication year
2019
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Quotes

  • estefriverathas quoted5 years ago
    THE MAN WITH THE GRASSHOPPER MIND
    Copy: YOU know this man as well as you know YOURSELF. His mind nibbles at EVERYTHING and masters NOTHING. He always takes up the EASIEST thing first, puts it down when it gets HARD, and starts something else. JUMPS from ONE THING TO ANOTHER all the time!
    There are thousands of these PEOPLE WITH GRASSHOPPER MINDS in the world and they do the world’s MOST TIRESOME TASKS—get but a PITTANCE for their work.
    If YOU have a “Grasshopper Mind” you know that this is TRUE—and WHY. Even the BLAZING SUN can’t burn a hole in a little piece of TISSUE PAPER unless its rays are concentrated ON ONE SPOT!
    Yet you KNOW you have intelligence and ability. WHAT’S holding you back? Just one fact—one SCIENTIFIC fact—PROVEN and stated by the world’s foremost scientists and psychologists. You are using only ONE-TENTH of your real BRAIN-POWER! The mind is like a muscle. It grows in power through exercise and use. It weakens and deteriorates with idleness. Increase your BRAIN-POWER and you will increase your EARNING POWER.
    But HOW? Merely gamble a postage stamp. Send the coupon at the right for a copy of Scientific Mind Training.
    This little book will tell you the secret of self-confidence, of a strong will, of a powerful memory, of unflagging concentration, of keen imagination—showing you how to banish negative qualities like forgetfulness, brain fatigue, indecision, self-consciousness, lack of ideas, mind wandering, lack of system, procrastination, timidity.
    Men like Sir Harry Lauder,
  • estefriverathas quoted5 years ago
    something else. JUMPS from ONE THING TO ANOTHER all the time!
    There are thousands of these PEOPLE WITH GRASSHOPPER MINDS in the world and they do the world’s MOST TIRESOME TASKS—get but a PITTANCE for their work.
    If YOU have a “Grasshopper Mind” you know that this is TRUE—and WHY. Even the BLAZING SUN can’t burn a hole in a little piece of TISSUE PAPER unless its rays are concentrated ON ONE SPOT!
    Yet you KNOW you have intelligence and ability. WHAT’S holding you back? Just one fact—one SCIENTIFIC fact—PROVEN and stated by the world’s foremost scientists and psychologists. You are using only ONE-TENTH of your real BRAIN-POWER! The mind is like a muscle. It grows in power through exercise and use. It weakens and deteriorates with idleness. Increase your BRAIN-POWER and you will increase your EARNING POWER.
    But HOW? Merely gamble a postage stamp. Send the coupon at the right for a copy of Scientific Mind Training.
    This little book will tell you the secret of self-confidence, of a strong will, of a powerful memory, of unflagging concentration, of keen imagination—showing you how to banish negative qualities like forgetfulness, brain fatigue, indecision, self-consciousness, lack of ideas, mind wandering, lack of system, procrastination, timidity.
    Men like Sir Harry Lauder,
  • estefriverathas quoted5 years ago
    opy: YOU know this man as well as you know YOURSELF. His mind nibbles at EVERYTHING and masters NOTHING. He always takes up the EASIEST thing first, puts it down when it gets HARD, and starts something else. JUMPS from ONE THING TO ANOTHER all the time!
    There are thousands of these PEOPLE WITH GRASSHOPPER MINDS in the world and they do the world’s MOST TIRESOME TASKS—get but a PITTANCE for their work.
    If YOU have a “Grasshopper Mind” you know that this is TRUE—and WHY. Even the BLAZING SUN can’t burn a hole in a little piece of TISSUE PAPER unless its rays are concentrated ON ONE SPOT!
    Yet you KNOW you have intelligence and ability. WHAT’S holding you back? Just one fact—one SCIENTIFIC fact—PROVEN and stated by the world’s foremost scientists and psychologists. You are using only ONE-TENTH of your real BRAIN-POWER! The mind is
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