Tested Advertising Methods
by John Caples
Caples' 1932 classic, revised many times, on writing advertising that measurably sells: headlines, appeals, copy structure, testing, and the famous 'They Laughed When I Sat Down at the Piano'. Everything in direct-response copywriting descends from it.
Read it if…
you write any sales copy and want the measured fundamentals.
See the book →
Skip it if…
you want brand or social media advice; this is direct response.
Try instead: Cashvertising →
Three things you will actually use
- The headline is most of the ad.
- Self-interest beats cleverness.
- Test; opinions lose to numbers.
Do this first
Write ten headlines for one offer using Caples' formulas and test two.
Our verdict
Direct-response bedrock.
See the book →
Compare with other Entrepreneurship books
The Robert Collier Letter Book
Robert Collier · Entrepreneurship
Old letters, lasting lessons.
CLICK TO SEEBrowse all Entrepreneurship book reviews or get the free Reality Code Cheat Sheet.
As an Amazon Associate, WisdomDeck earns from qualifying purchases. Links marked “Click to see” go to Amazon. We are not paid for opinions, prices and availability are not shown here and change on Amazon, and we never see your purchase details. Nothing here is medical, legal or financial advice.