I have been a student, teacher, and practitioner of advertising for quite some time. I have used Tested Advertising Methods by John Caples over and over again. I believe it is the best book to read on how to create an advertisement.
But even that is too limiting. The principles and practices outlined in the book make it applicable to so many different marketing applications. If you are creating an ad, a flyer, a website - anything where you want to get someone's attention - then this book can help you create something that will get results.
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