Table of Contents

Foreword
1. Seven Steps to Successful Advertising
2. How I Wrote My First Advertisement
3. How to Write Story Copy
4. They Laughed When I Sat Down at the Piano
5. They Grinned When the Waiter Spoke to Me in French
6. Some Principles Learned in Mail Order Advertising
7. An Ad That Failed--and One That Didn't
8. Which Appeals Succeed? . . . Which Fail?
9. How to Think Up Ideas
10. How to Write Headlines
11. Ten Ways to Write the First Paragraph
12. How to Write Advertising Copy
13. Ten Ways to Make Ads Believable
14. Six Ways to Prove It's a Bargain
15. Nine Ways to Make It Easy to Buy
16. Six Ways to Make People Buy Now
17. A Check List for Making Ads Pay
Index