This book gives the basic knowledge required to write good ads and reminds us that advertising is about bringing more business to your client and not winning an award for creativity. Caples was one of the most capable men to write on the effectiveness of advertising because he worked in direct-mail advertising most of his life.

Dealing with the hocus pocus of ad agencies is mind numbing from a marketer's perspective. This book gives you the specifics to challenge their "expertise." The most important part of this book is that the underlying objective of advertising is "to create sales". You will not find that in most modern advertising books.

The book is full of gems and suggestions that are as applicable today as they were in his days. Tested Advertising Methods is as basic to advertising as the alphabet is to mankind.