Tested Advertising Methods

This book, first published in 1932, remains highly relevant today.

It outlines John Caples' three-step approach to creativity and testing in advertising: capturing attention, maintaining interest, and moving the prospect to favorable action.

Caples stresses the importance of testing every aspect of advertising, including copy, media, position, and season.

He also provides insights into writing effective headlines and the need to appeal to people's self-interest.

The book has been updated in later editions to include new coverage on small businesses and non-profit advertising.