广告测试法
Tested advertising methods
John Caples · 初版 1932 年
13人推荐
14位读者提及
15次提及
为什么值得读
- 用测试数据证明自嗨式的巧妙噱头往往失效
- 提供经受过市场长期检验的广告文案创作方法
- 拆解长文案与实用广告仍能奏效的底层逻辑
“这里汇集了所有行之有效的推销技巧，旨在消除广告中的凭空猜测，使其成为一门追求必然效果的科学。从撰写标题到提出要约……从找到恰当的诉求点到将其融入文案……从布局排版到进行切实可行且成本可控的测试，Caples 循序渐进地向你展示如何让你所有的广告取得成功。”“你将明白为什么有些广告有效，而有些却告失败。你将发现如何写出吸引读者的标题……挑选有助于推销产品的图片……并找到契合你受众的诉求点。”——护封。
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……跨越所有人群。所以我们看到防艾广告针对的是安全人群，而不是处于高危中的人群。这个广告不仅加重了这一问题，还专门去追求‘自作聪明’的噱头。John Caples 和 Fred E. Hahn 写的神书《Tested Advertising Methods (Prentice Hall Business Classics)》就探讨过‘耍聪明’的噱头——在进行 A/B testing 时，它们无一例外都翻车了。搞创意的人就喜欢玩梗、搞双关等。http://www.amazon.com/Advertising-Methods-Prentice-Business-...…
…across all demographics. So we get anti-HIV ads aimed at safe demographics instead of at-risk demographics. This ad not only compounds that problem, but goes for the "clever" hook. The excellent book _Tested Advertising Methods (Prentice Hall Business Classics)_ by John Caples and Fred E. Hahn talks about "clever" hooks - how, when they're A/B tested, they always fail. Creative types love funs, plays on words, etc. http://www.amazon.com/Advertising-Methods-Prentice-Business-...…
……人为造出来的替罪羊。”当内维尔坐到键盘前时，他们都在嘲笑，但当他开始写的时候……不过说正经的，去读读 Herschell Gordon Lewis 的《On The Art of Writing Copy》，还有 John Caples 的《Tested Advertising Methods》。按口碑来说，它们是有史以来关于文案写作和广告最好的两本书。
…factitious fall guy." They laughed when Neville sat down at the keyboard, but when he started to write... In all seriousness though, read On The Art of Writing Copy by Herschell Gordon Lewis, and also Tested Advertising Methods by John Caples. By reputation they are the two best books on copy writing and advertising ever written.
John Caples（这句标题的作者）写的《Tested Advertising Methods》，是你能买到的关于如何撰写广告文案最好的书之一。
Tested Advertising Methods, by John Caples (the writer of this headline), is one of the best books you can buy on how to write advertising copy.
……这方面的有：1. Chet Holmes 的《The Ultimate Sales Machine》 2. Zig Ziglar 的《The Secrets of Closing the Sale》 3. Brian Tracy 的《The Psychology of Selling》 文案写作：最好的 3 本书（全部绝版了）：1. John Caples 的《Tested Advertising Methods》 2. Claude Hopkins 的《Scientific Advertising》 3. Eugene Schwartz 的《Breakthrough Advertising》 如果我能加第四本的话，那就是：4. Dan Kennedy 的《The Ultimate Sales Letter》 如果你……
…subject are: 1. The Ultimate Sales Machine by Chet Holmes 2. Zig Ziglar's The Secrets of Closing the Sale 3. Brian Tracy's The Psychology of Selling Copywriting: The 3 Best Books (All out of print): 1. Tested Advertising Methods by John Caples 2. Scientific Advertising by Claude Hopkins 3. Breakthrough Advertising by Eugene Schwartz If I could add a fourth it would be: 4. The Ultimate Sales Letter by Dan Kennedy If you…
丑广告、长文案，很多套路现在依然管用。如果有人想学习更多营销方法，去买这本：Caples 的《Tested Advertising Methods》（一定要买第 4 版或更早的版本，因为后面的版本广告案例变少了！）
Ugly ads, long copy, many things still work. If anyone is interested in learning more about marketing methods, get: "Tested Advertising Methods" by Caples (be sure to get 4th edition or earlier because later editions have LESS ads!)
……Myself from a Failure to Success in Selling》（Betger）《How to Write a Good Advertisement》（Schwab）《How to Write Sales Letters That Sell》（Drayton Bird）《The Robert Collier Letter Book》（Robert Collier 著）《Tested Advertising Methods》（John Caples 著）《The Lazy Man's Way to Riches》（Joe Karbo 著）《Break-Through Advertising》（Eugene M. Schwartz 著）《Advertising Secrets of The Written Word》（Joe Sugarman 著）《Making Ads Pay》（John……
…Myself from a Failure to Success in Selling" Betger "How to Write a Good Advertisement" Schwab. "How to Write Sales Letters That Sell" Drayton Bird "The Robert Collier Letter Book" - by Robert Collier "Tested Advertising Methods" -by John Caples "The Lazy Man's Way to Riches" - by Joe Karbo "Break-Through Advertising" - by Eugene M. Schwartz "Advertising Secrets of The Written Word" by Joe Sugarman "Making Ads Pay" by John…