Making Ads Pay.

CAPLES, John; Foreword by Paul West.

Item Number: 5660

New York: Harper & Brothers Publishers, 1957.

First edition of Caples’ classic work. Octavo, original cloth. Bookplate, near fine in a very good dust jacket with light rubbing.

John Caples was a veteran copywriter offers advice on how to spark ideas and then capture them in copy, how to write headlines that attract attention, how to make ads believable and motivate readers to act, and how to learn from failure as well as success. Readers will discover principles, procedures, and practical suggestions for every medium and style of advertising.