Tested Advertising Methods
Test everything; the audience decides what works.
A foundational text on direct-response advertising built on rigorous split-testing of real campaigns. Caples shows that small changes, especially to headlines, can multiply response, and that opinion should always yield to measured results. Later editions were updated by Fred Hahn to cover newer media.
It is the original case for treating marketing as an experiment, the same A/B-testing mindset founders apply to growth today. Caples' headline and offer principles translate directly to ad copy, subject lines, and landing pages.
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