Recently, I was in need of some copywriting inspiration and whenever that happens one of the places I turn to is my library of classic marketing and business books. For years, I’ve collected first edition and classic marketing and business books and some of my most coveted books were written by the legendary John Caples.
I’m sure most of you know John was the brains and copywriting behind the famous ad for the U.S. School of Music first used in 1925. The picture above is an original 1925 ad hanging in my office.
If you have never read a John Caples book and you consider yourself a student of marketing and copywriting, you’re missing out. Time and time again, I’ve gotten powerful and profitable ideas from reading Caples, so much so many times I ask myself – what would John Caples do?
On this particular day, I pulled a first edition copy of Making Ads Pay, published in 1957. When I bought this book, it was not readily available, but recently the publisher re-released it and you can buy it on Amazon.com for all of $10.20.
The table of contents alone is worthy of your study:
Seven Steps to Successful Advertising
How I Wrote My First Advertisement
How to Write Story Copy
They Laughed When I Sat Down at the Piano
They Grinned When the Waiter Spoke to Me in French
Some Principles Learned in Mail Order Advertising
An Ad That Failed and One That Didn’t
Which Appeals Succeed?……. Which Fail?
How to Think Up Ideas
How to Write Headlines
Ten Ways to Write the First Paragraph
How to Write Advertising Copy
Ten Ways to Make Ads Believable
Six Ways to Prove It’s a Bargain
Nine Ways to Make It Easy to Buy
Six Ways to Make People Buy Now
A Check List for Making […]