Tested Advertising Methods is my favorite book on the subject of copywriting.
When I’m planning a new campaign and taking notes/getting organized, my success rate goes way up when I scan through this book for a few hours and jot down ideas for headlines and copy appeals. According to this review on Amazon, find the 4th edition (the one with this cover) for max ROI 😀
The reason I like this book so much is because of how it was written – John Caples was an engineer before becoming an Ad man, so he is very methodical about writing and split testing his advertising.
Drop that hot pocket and track down the 4th edition!