Tested Advertising Methods John Caples .pdf -

Leo pulled out his ancient, dog-eared PDF printout of Tested Advertising Methods (now in its 5th edition, updated by Fred E. Hahn). He pointed to a yellowed line: “That’s the secret,” Leo said. “Don’t fall in love with your words. Fall in love with the truth – as revealed by a split-run test.”

The manuscript was an early draft of what would become Tested Advertising Methods . Tested Advertising Methods John Caples .pdf

His boss, a gruff man named Mr. Harriman, read it and tossed it back. “Pretty words, Leo. But will it sell?” Leo pulled out his ancient, dog-eared PDF printout