John Caples PUBLICITY VERY RARE Reserve ideas, Practical Guía of the methods that do that the work Announcements. Published in 1938. The intention of this book is to show to him how to make better publicity - to say to him definitively and more concretely: - How to choose above effective of resource; - How to write titular that is " tapones" ; - Like writing the text that sells; - How to make all type of designs; - As to draw attention by means of the use of the fianc2ees, the babies, the animal, cartoons, comic strips, etc; - How to use attractive the sexual one; - How to use humor, horror, the news, the curiosity and the own interest; - The form to introduce new products; - Form to sell several products in the same announcement; - How to handle contests, prizes, and it offers a gratuitous service; - How to construct prestige; - Like increasing the returns of bonds; - How to secure orders by mail; - How to cause that people follow her week announcements after week and month after month, like to follow a history continuous; - How to make announcements achieve the primary target that is tried to obtain, that is to say, to sell more merchandise. The presentation method is the method of cases ". A hundred of announcements that were a remarkable success in the production of results reproduces as it appeared in publications (except that color it is omitted). These announcements are taken apart and analyzed - title, design, illustrations, and copy - section by section, characteristic by characteristic - with the purpose of to show to him how work, why they are successful, and how you can take these successful methods and use them as if they were own. For its comfort, the book is organized of the following way: (a) The 100 announcements are printed in the pages of the right, where it is possible to be seen with greater facility and to be studied them. (b) The discussion of each announcement is printed in the page of the left that faces. This is so that it can have the constant publicity that before, whereas you are reading data on the matter. (c) A system of the bench marks is used to tie the text with illustrations. For example, if a great number (1) is placed along with the holder of an announcement, a similar number (1) is placed to the flank of the paragraph in the text that discusses the title. Important: They are not definitive, demonstrated reasons for the inclusion of the publicity. mere opinions and personal preferences do not consider sufficient reasons. By all means, there are hundreds of announcements whose registries of proven success to give the right them of being including in a book of this type. Nevertheless, with the purpose of to maintain the book within the limits of a simple useful volume, it has been necessary to boil the list for 100 examples. These are some of the factors that have been used as guides in the selection of these announcements: - The sales to attribute itself directly to the individual announcements, whenever it is had information; - Bonds, the requests of samples, and other forms of direct consultations; - The number of covers of boxes and received currencies of the announcements that offer prizes, etc; - The incoming number received in the case of the announcements of the contest, with special emphasis in enties accompanied by the proof of purchase of the product; - Sale by mail in the case of the announcements of orders by mail; - The results tabs of asking to thousands of readers of the magazine that the announcements that they have noticed and read in present publications; - And, finally, the experience acquired throughout a period of years through million dollars spent in the test of announcements to find out what to sell the majority of the goods. In other words, each recognized device has been used to persecute to make sure that the methods explained in this book are those that work.

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