by John Caples
I will start out by saying that no one can consider themselves a marketing or advertising professional until they have read this book.
Written in the 1930s, John Caples guides you through scientifically proven methods for producing the best copy leading to the highest lead-to-sale conversions.
Firstly, this book is heavy -- I mean that in terms of ideas, and the richness of content. While bordering on the line of academic journal, this book is all method and no fluff.
Don't underestimate the value of beginning a headline by naming the people you want to reach.
Caples is clear on the need to spend as much time as necessary on the development of a proper headline for every ad you run.
This book highlights several different approaches you should take in building your headlines that are totally relevant, even to this day.
In fact, Caples makes an argument at one point as to how advertisers have tried, and will to continue to try, to deviate from these specific formulas for copy-development that Caples lays out.
For example: Always use 3rd person present tense for all ads. "If you get injured, we get you paid."
However, Caples makes it clear that while trends may change, human behavior and the science and language behind influencing that behavior has never, and will never change.
So, if you're looking to build ads, proposals, copy or any type of persuasive literature, this book should be the first thing you read.
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