Nice Firm Clean copy ! Light general wear. Tanning on endpapers. Binding Fine, hinges Fine, text pages fine. 1936 on title page, First Edition on Copyright page, Haper Code B-L (February 1936). 281 pages. John Caples believed in testing of ads, consistency in copywriting practice, and simplicity in advertisements. Caples wrote what probably is the most famous ad of all time: 'They Laughed When I Sat Down At the Piano...' A few months later, he also wrote another famous ad: 'They Grinned When The Waiter Spoke To Me In French'. Both ads have been 'plagiarized' and satirized continuously ever since. John Caples wrote 5 books: Tested Advertising Methods (1932) Advertising For Immediate Sales (1936) Advertising Ideas (1938) Making Ads Pay (1957) How to Make Your Advertising Make Money (1983). Contents: Foreword by Bruce Barton. Preface. How to Secure Immediate Sales from Advertising. Using the Price Appeal. Making People Buy Now. Direct-By-Mail Advertising. Copy that Creates Action. Advertising To Help Salesmen. How To Test Advertising. Results From Radio. Sales Action Via Telephone. Using Premiums to Increase Sales. Premium Success Stories. How to Use Advertising Contests. Good and Bad Results of Contests. Rules to Follow in Planning Your Contest. How to Secure Testimonials. Summing Up.