Tested Advertising Methods by John Caple: A Book Review

John Caples's Tested Advertising Methods is a must-have for advertisers and advertising students. The purpose of Caples's book is to share "proven" advertising techniques.

Caples includes "formulas" for a good advertisement. These "formulas" include, "Begin your headline with the word 'announcing'", "Put a date in your headline", "Feature a free offer.", and many more (p.47-54).

Caples goes over how to avoid basic problems in copywriting. A common problem is dramatizing dull products, like cough drops or cellophane. For example, Caples said, "The makers of cellophane boldly compare their man-made wrappers with the protective wrappers produced by nature-and to nature's disadvantage (p.161)."

Caples also discusses how to get more inquiries from an advertisement. He says to emphasize the word free, include testimonials, include a coupon, and much more (p.183-184). He also recommends using an included business reply card that is located adjacent to the advertisement. This will usually "bring dramatic increases in response (p.178)."

He discusses how to attract the most readers with the layout and illustrations in an ad. His advice, "Avoid weird, outlandish, or far-fetched pictures that have nothing to do with the product or service you are selling. Use pictures that attract buyers, not curiosity seekers (p.215)."
This book is loaded with examples. Caples give an example for almost every piece of advice he gives. In addition to the examples, Caples dedicated an entire chapter to scenarios, in which he gives two examples of an advertisement for the same product, but with a different illustration and headline. The reader is suppose to chose the better seller. At the end of this chapter he gives the correct answers, along with an explanation as to why it was the correct answer.

Caples did an amazing job presenting his information. I found his use of numerous examples and illustrations to be extremely helpful. However, I did not find the way in which he organized his chapters to be very helpful. For example, Chapter six is about finding the right appeal (sex appeal, greed, fear or duty), then Chapter seven is about tested advertising versus untested advertising, to go onto Chapter eight which is about putting enthusiasm into copy advertising. I think he should have put Chapter seven closer to the beginning to help keep topics clear.

I think Caples was clear and direct to the point and purpose of his book; to share proven advertising methods. The purpose of his book is in the title, on the back and all through his book. He is clear is what he says and avoids repetitiveness.

In his book, Caples covers everything about advertising from the do's and don'ts to layout and illustration to how to write the perfect headline. Caples give step-by-step analysis of the how's and why's of advertising. He tells the reader what works and why it works. He has a "summing up" section at the end of each chapter that reiterates what he previously said. His book's set up is similar to the set-up of a text book, which would be ideal for college students interested in the art of advertisement.