Here is the "bible" of proven advertising techniques, now completely revised and updated to reflect today"s competitive marketplace! A legend in advertising for move than sixty years, John Caples still serves as a guide to generations of creative marketing people. Now his classic work on how to create successful advertising has beer revised and updated by respected advertising consultant Fred Hahn, with an introduction by Gordon White, author of John Caples: Adman and coauthor of Basic Advertising, Second Edition, and Advertising Writing, Third Edition. This all-new Filth Edition retains all of the clarity, candid analysis, time-tested experience and invaluable, award-winning ideas from the original, while bringing it right up to the minute. It shows you the proven selling techniques that remove guesswork from advertising, making it a science of sure results. You"ll discover, for example, how to: Write a powerful headline; Increase the selling...