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

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Description du produit

Présentation de l'éditeur

Why does one ad succeed, while another fails? This classic by a veteran copywriter analyzes hundreds of profitable ads, offering many side-by-side comparisons between similar but not equally effective ads. These analyses yield principles, procedures, tips, and practical suggestions each tested with decades of experience that can be immediately applied to every medium and style of advertising. During his six-decade career at the top advertising firm of BBDO (Batten, Barton, Durstine & Osborn), author John Caples pioneered the techniques of effective copy-testing. All copywriters, from cub to chief, can benefit from his helpful suggestions. 'This is a valuable textbook for every student of advertising and every writer of ads' declared the Christian Science Monitor, and Booklist pronounced it 'of interest to anyone interested in what makes our business economy work.' Reprint of the Harper & Brothers Publishers, 1957 edition.

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Commentaires client les plus utiles sur (beta) (Peut contenir des commentaires issus du programme Early Reviewer Rewards) 4.3 étoiles sur 5 11 commentaires
4 internautes sur 5 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 An incredible book that's still relevant 7 février 2012
Par Susanna Hutcheson - Publié sur
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
5 internautes sur 6 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Classic Copywriting Guide 10 août 2012
Par Andrew Everett - Publié sur
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."
5.0 étoiles sur 5 Five Stars 21 août 2015
Par Amazon Customer - Publié sur
Format: Broché Achat vérifié
A must read for all aspiring marketers and copywriters.
0 internautes sur 1 ont trouvé ce commentaire utile 
2.0 étoiles sur 5 Ok but disappointed. 11 mars 2015
Par Mark P - Publié sur
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.
0 internautes sur 1 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 This book is pure gold for copywriters!! 4 août 2010
Par goldtiger - Publié sur
Format: Broché Achat vérifié
This book is seriously one you need to get your hands on right now!! When the most famous and successful copywriter in the history of the world writes a book about copywriting, you know you need to get it asap. Especially when the book is now out of print and if you don't get your hands on one now while you can, you may never get to own a copy in your life

I have seen this book selling for over $2,000 on some other websites, and here you can snap up a second hand copy here for $43 bucks. What are you waiting for!!
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