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the reader to spend a lot of money. Only amateurs use short copy. bookstore. Originally written in 1938, Caples himself revised the book four times until the late 70 and a fifth edition, published in 1997 and edited by Fred Hahn, has been issued posthumously. Here what he has to say on our subject: The short copy ads, set in poster style and containing only a few words of copy or a slogan, are usually used by advertisers who are unable to trace the direct sales results from their advertisements. Advertisers who can trace the direct sales results from their ads use long copy because it pulls better than short copy. For example, the book club advertisers, the record clubs, and the correspondence school advertisers use ads containing 500 to 1500 words of copy. Also, you will find that real estate advertisers, patent medicine advertisers, and classified advertisers put as much selling copy into their ads as the space will allow. These people cannot afford to run so called "reminder copy." They have to get

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