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.
During his six-decade career at the top advertising firm of BBDO, John Caples (1900-1990) pioneered the techniques of effective copy-testing. The advertising industry's most prestigious tribute, The John Caples International Award, was named in his honor.
