John Caples – Advertising Ideas VERY RARE John Caples IDEAS Book, A Practical Guide to Methods That Make Advertisements Work. Published in 1938. The purpose of this book is to show you how to make better advertisements to tell you definitely and specifically - how top choose effective appeals; - how to write headlines that are quot;stoppers - how to write copy that sells; - how to make all kinds of layouts; - how to get attention by using brides, babies, animals, cartoons, comic strips, etc.; - how to use sex appeal; - how to use humor, horror, news, curiosity, and self-interest; - how to introduce new products; - how to sell several products in the same ad; - how to handle contests, premiums, and free offers; - how to build prestige; - how to increase coupon returns; - how to get orders by mail; - how to make people follow your ads week after week and month after month, just as they follow a continued story; - how to make advertisements achieve the primary purpose they are intended to achieve; namely, to sell more merchandise. The method of presentation is the quot;casemethod.quot; One hundred advertisements that were outstandingly successful in producing results are reproduced just as they appeared in publications (except that color is omitted). These ads are taken apart and analyzed headline, layout, illustrations, and copy section by sections, feature by feature in order to show you how they work, why they are successful, and how you can take these successful methods and use them as your own. For your convenience, the book is arranged as follows: (a) The 100 advertisements are printed on right-hand pages, where you can most easily see and study them. (b) The discussion of each advertisement is printed on the left-hand page facing it. This is to enable you have the advertisement constantly before you while you are reading facts about it. (c) A system of reference numbers is used to tie up the text with illustrations. For example, if a large numeral (1) is placed alongside the headline of an advertisement, a similar numeral (1) is placed alongside the paragraph in the text which discusses the headline.

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