John Caples, one of the 20th century’s most successful advertising men, was not only a great copywriter, but also an avid copy tester. Here was one bit of Caples wisdom that tells the whole story: “Test everything. Doubt everything. Be interested in theories, but don’t spend a large sum of money on a theory without […]

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Robert Collier’s phenomenal success as a copywriter during the 20th century made him a figure that many ad writers turn to today for advice and inspiration. In his classic work, The Robert Collier Letter Book, he dissected a series of ads to show what it was that made them work – or fail to work. […]

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