"Here are all the proven selling techniques to remove the guesswork from advertising, making it a science of sure results. From writing the headline to making the offer ... from finding the right appeal to putting it into your copy ... from selling layouts to conducting practical, affordable testing, Caples shows you, step by step, how to make all your advertising successful. " "You'll learn why some ads work, and why others fail. You'll discover how to write headlines that attract readers ... choose graphics that help sell your product ... and find the right appeal for your audience. "--Jacket.