Tested Advertising Methods

Advertising veteran John Caples sets out to replace guesswork in advertising with tested methods that show why some ads succeed and others fail. The book works through the parts of an ad: writing headlines that draw readers, finding the appeal that suits an audience and building it into the copy, choosing graphics and layouts that help sell, and making the offer. It also explains how to run practical, affordable tests. Caples has been regarded as a legend of the trade for over 60 years, and an updated edition by advertising consultant Fred Hahn brings the material in line with later changes in the field.

Ramit Sethi included it in his list of 50 books he recommends, and Populum co-founder Ola Olusoga named it in an interview on how books guided his path to self-discovery.