The intern nodded, then asked: βSoβ¦ what headline would Caples write for this PDF?β
Then, a colleague handed him a worn, coffee-stained manuscript. βRead this,β she said. βItβs by a man named . He doesnβt guess. He tests .β Tested Advertising Methods John Caples .pdf
βJohn Caples,β Leo said.
That night, Leo trudged home past the glittering billboards of Broadway. He felt like a fraud. Every ad he wrote was a guess. A gamble. A prayer whispered to the printing press. The intern nodded, then asked: βSoβ¦ what headline
The manuscript was an early draft of what would become Tested Advertising Methods . The intern nodded