How to Make Your Advertising Make Money

by John Caples

Supplies advice on the development of a successful advertising campaign and recommends techniques for writing newspaper, magazine, television, and radio advertising copy

Genres: Business

383 pages, Paperback

First published September 1, 1983

About the author

Born in New York, May 1, 1900; graduated from the U.S. Naval Academy at Annapolis, 1924; began his career in advertising at Ruthrauff & Ryan, 1925; moved to Barton, Durstine & Osborn (later Batten, Barton, Durstine & Osborn) in 1927; retired from BBDO, 1983; died in New York, June 10, 1990.

Reviews

[Ryan · Rating 4 out of 5]

This book is filled with practical tips and processes for writing advertising copy that makes money.

Some of the positives:

1. Easy to read.
2. Lots of lists. (Ex: 303 Words and Phrases that Sell)
3. Dozens of examples of ads the performed well in the real world.
4. Real world test-results showing what worked and what didn't.
5. "Mini-guides" for how to write copy for different media, including radio and TV.

Some of the negatives:

1. Not necessarily a cohesive book from start to finish. (Each chapter could easily be read on its own without reading any prior chapters.)
2. Many great insights, but they are not much different from the insights you'll find in most classic books about advertising.

Still worth reading, especially if you're a student of advertising.

[Alex Exarchos · Rating 5 out of 5]

The title says it all!

John Caples offers tons of condensed and invaluable advice to anyone seriously interested in marketing, advertising and copywriting. The tips he provides are easy to understand and easier to apply. Practical, straightforward, and pleasurable read.

[Kyle Shropshire · Rating 5 out of 5]

Solid advice with real examples to follow

Very good book to help me start writing ads. I really like the examples from actual successful ads that I can learn from and adapt to my own products.

[Laura-Leigh · Rating 4 out of 5]

Very good list of words to use in ads and copy writing.

[Miguel Braga · Rating 5 out of 5]

Great complementary book to the 4th version of "Tested Advertising Methods" book.

[Shamail Aijaz · Rating 5 out of 5]

The book covers all the aspects. considering the book is too old so you may find few ideas irrelevant in the current scenario. But the book is truly a gem for advertising professionals.

[cqmdh · Rating 3 out of 5]

Ai chăm xem quảng cáo hiện nay thì đều nhận ra các bí kíp phổ biến trong này. Nhưng cách thức đặt hàng qua bưu điện hay đăng bài quảng cáo trên báo giấy đã lỗi thời so với thời kỳ internet và chuyển phát nhanh đang được tận dụng tối đa.
Những kỹ năng viết bài quảng cáo cũng hữu ích với người viết sách nhằm câu khách. Nhìn chung thì quảng cáo thích thổi phồng, thích tập trung vào điểm mạnh, điểm tốt, ai tỉnh đòn thì ko bị quảng cáo dắt mũi vậy thôi.

[Chantel · Rating 5 out of 5]

This is an invaluable book with tons of ideas for businesses who advertise...and even those who want to get their business known outside of the traditional advertising avenues/channels.