As I've mentioned many times, I'm a big collector of old advertising and copywriting books. Why? Because many of the techniques these masters discovered years ago hold true today.
I have used many of them in the past and still refer to these ideas today.However, as John Caples, Claude M. Bristol, Robert Collier, and John E. Kennedy would tell you if they were still alive, simply copying their techniques will never give you the breakthroughs you're looking for or set you apart as an A-list copywriter.
To be sure, I'm not going to say that those tested ideas won't work for you. But they were designed for specific products at that time--and not necessarily for what you are trying to sell now.Why is this important?