I continue to publish materials in the Club.

Today we have a continuation of my notes on an excellent book by John Caples for the creation and testing of advertising:

• Why do ineffective ads often win competitions?
• 5 rules for creating a good headline;
• 35 ready-made “formulas” for creating a title;
• how to make a great, emotional announcement, even if you’re not in the mood;
• Methods that make it easy to write effective ads.