Book Review: Tested Advertising Methods

Ian Lurie

Tested Advertising Methods by John Caples
Tested Advertising Methods by John Caples was the first book I ever read about advertising. I re-read it about every six months.

It is an absolute must for anyone who wants to understand the fundamentals of advertising, from A/B testing to writing good copy.

Decades after it was written, this book is still relevant, still insightful, and still a must-read.

You can buy it on Amazon: Tested Advertising Methods.

Oh, and if you buy it from here, you’ll help me support Conversation Marketing, which is becoming a bit of a job in itself…

Ian Lurie
CEO & Founder

Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Follow him on Twitter at portentint, and on LinkedIn at

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