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Making Ads Pay: Timeless Tips for Successful Copywriting (Anglais) Broché – 30 décembre 2011


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Making Ads Pay: Timeless Tips for Successful Copywriting + How to Write a Good Advertisement + Tested Advertising Methods
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Descriptions du produit

Making Ads Pay A veteran copywriter offers advice on how to spark ideas and capture them in print, write headlines, hold readers' attention, and more. Discover principles, procedures, and practical suggestions for every form of advertising. Full description


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Couverture | Copyright | Table des matières | Extrait | Index | Quatrième de couverture
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Amazon.com: 9 commentaires
13 internautes sur 14 ont trouvé ce commentaire utile 
A must have! 4 avril 2005
Par Mad Max - Publié sur Amazon.com
Format: Broché
As a beginning copywriter, John Caples wrote what is probably the most famous ad of all time, "They Laughed When I Sat Down at the Piano..." With 31 years' experience and the same skill and imagination, he is also the author of this practical text on the question of central interest to all copywriters--What makes one ad pay, while another fails?

Caples analyzes the hundreds of successful ads quoted in this book, and the many side-by-side comparisons between two similar but not equally successful ads. In analyzing these examples, he isolates the essential appeal of the ad that made it a success. These analyses yield principles, procedures, tips and practical suggestions--each tested with 31 years' experience--that you can immediately apply to any copy assignment in any media and style.

All copywriters, from cub to chief, should find a spot within easy reach for this useful, practical text. For anyone who works with copywriters, or wants to know more about advertising, this is the best book around for describing clearly and factually what the copywriter is trying to do, what his problems are, and how he goes about solving them.
4 internautes sur 5 ont trouvé ce commentaire utile 
Classic Copywriting Guide 10 août 2012
Par Andrew Everett - Publié sur Amazon.com
Format: Broché Achat vérifié
John Caples was a pioneer of direct-response copywriting. In Chapter 8 he presents as series of paired ads which were tested, followed by analysis of why the winning ads outperformed. The winner often outperformed the other by a wide margin -- up to five times as many responses.

Caples emphasizes the importance of headlines throughout the book. "If the headline doesn't induce reading, it doesn't matter what the copy says. Because copy that isn't read, can't sell." He suggests starting the body copy by continuing the thought from the headline. "You will never lose a reader in the first paragraph by amplifying the idea which stopped him in the first place."

The author cautions that clever ads tend to underperform because they lose clarity. He observed that "so-called clever ads are sometimes published for products where it is impossible to check sales results from ads."

Caples retired as Creative Director of BBDO in 1982 after 56 years in the advertising business. The world has changed a lot since he wrote this book in 1957. While his ad copy is dated, his focus on copy testing and conversion is as relevant as ever. "Styles may change in advertising, but not the basic principles."
3 internautes sur 4 ont trouvé ce commentaire utile 
An incredible book that's still relevant 7 février 2012
Par Susanna Hutcheson - Publié sur Amazon.com
Format: Broché Achat vérifié
John Caples explains how he came to write his famous ad, "When I sat down at the piano . . ." and many other great little tidbits. He shares how to write effective headlines (make sure they build curiosity and offer a reward.) While I'm a seasoned copywriter and writer, I never tire of reading the masters. And Caples is certainly a member of that honored group.

This book is truly a gem. He discusses ads that worked and those that didn't. He discusses his own mistakes. Not many people would dare to do that. You almost feel you get to know the real John Caples in this book. It's a very honest book.

If you're a copywriter, you need to read it. If you don't, you're missing one of the greatest reads and some of the best lessons you could have. For the price of this book, you'll get a real education.

Highly recommended.

-- Susanna K. Hutcheson
4 internautes sur 7 ont trouvé ce commentaire utile 
advice for junior copywriters 23 juillet 2012
Par Loren Woirhaye - Publié sur Amazon.com
Format: Broché Achat vérifié
"Making Ads Pay" is a good book. Some of the information and advice on what works is very similar to Caples's more famous books "Tested Advertising Methods". The structure however is different and the book is similar in presentation and tone to "How To Write a Good Advertisement" by Victor Schwab" and contains some career reminiscing a-la Hopkins and Ogilvy.

The framing of the text is as if Caples is advising a young and unformed junior copywriter on the secrets of his own success. As such, the book is charged as a sort of career guide to individuals entering a career field that now provides fewer opportunities for the sort of learning by apprenticeship that went on in the advertising field in Caples's day. Now if you want to work at an agency you may find such a position difficult to procure. As a guide to freelance copywriters the career guidance is not very useful in today's business climate.

While the book is charming and informative regarding the author's career experiences and the basic principles of direct response writing, it makes assumptions about the advertising field that are very dated. It's an enjoyable book but would not make my top 10 list of books to read on writing copy today.
0 internautes sur 1 ont trouvé ce commentaire utile 
Ok but disappointed. 11 mars 2015
Par Mark P - Publié sur Amazon.com
Format: Broché Achat vérifié
Yes, it was a great book when first published and some information is timeless, but, this book was written well over 50 years ago. some of the information is still relevant, but it was written for the mentality of the consumers of the 50's. We’re in the midst of a huge sea change when it comes to consumer behavior. New technologies have completely transformed consumer expectations and buying behavior. To me, this is great collectors book but it lacks the substance I was looking for. Other reviews, appear to me as marketing ads themselves designed to convince me to buy the book and I did. but I'm disappointed. That's my opinion.
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