Fee Download How to Write a Good Advertisement: A Short Course in Copywriting, by Victor O. Schwab
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How to Write a Good Advertisement: A Short Course in Copywriting, by Victor O. Schwab
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You can learn to write compelling advertisements that will make people notice them, read them, and act upon them. You can learn to write such powerful advertisements that people go out and demand your product and no other. This is a short course in writing powerful, hard-hitting copy that can help you make your products and services irresistible to potential customers. Whether you are new to the craft or have been writing copy for years, your knowledge and practice of advertising fundamentals will determine the extent of your success. Learn how to grab reader attention immediately, write compelling copy that holds attention, write a call to action that's difficult to refuse, design winning layouts, increase the numbers of orders, and convert more inquiries into sales. Includes advertisement length, use of color, smart media placement, and much more.
- Sales Rank: #617693 in Books
- Brand: Schwab, Victor O.
- Published on: 1982-12-01
- Original language: English
- Number of items: 1
- Dimensions: .52" h x 8.28" w x 10.78" l, 1.29 pounds
- Binding: Paperback
- 236 pages
Most helpful customer reviews
34 of 34 people found the following review helpful.
A great book for your advertising collection
By Mr. Tim J. Stokes
This book, though it seems a little bit old in writing style, is very good value. It starts with a list of the 100 best headlines ever written and explains why they were so. This chapter alone is worth the price of the book!
This book goes into "why" not just "how" so you can learn how to do it yourself.
You'll find chapters on understanding the emotional triggers, using facts, using proof, getting people to take action and much more.
The examples are incredible, all the way through the whole book. Every point made comes with an example that proves the point.
Its not quite a Tested Advertising Book however as a book to put on your shelf that you'll open and read many times I recommend it.
34 of 35 people found the following review helpful.
Why You Must Read This Book!
By Craig Garber
Don't miss this diamond in the rough!
This is a very overlooked book which touches on a little bit of everything, from soup-to-nuts, about writing copy and placing ads.
I'm not sure why it isn't mentioned as much as the more well-known classics like the Ogilvy and Hopkins material is, because it should be.
Although the book was written in 1962, it reads like it was written earlier -- perhaps that's why it's often not cited by the greats.
Buy it today. You won't be sorry.
Even if you're already a professional, the book will serve you well to stir up some good ideas -- maybe even for that promotion you're working on right now!
17 of 17 people found the following review helpful.
Classic
By John Chancellor
This book was first published in 1962. But the lessons are still as valuable and as valid today as when first published. This is a great manual on how to write advertisement.
Schwab is considered one on the legends in print advertising. He writing is easy to read, well organized and simple to understand.
This is a how to manual. Mr. Schwab starts with the importance of the headline - if you can't get people to read your ad it has no chance of getting people to buy the product. He gives you step by step instruction for writing good headlines.
From headlines, he goes on to teach about attention getting layout, showing people the advantages of your product, proving your claims, social proof and asking for action.
Schwab talks about the copy length, subheads and AIDA (Attention, Interest, Desire and Action).
At the end of each chapter is a quiz on the material presented.
If you want an excellent book on advertising and marketing, this is certainly one. If you have absolutely no experience, you will learn all the basics and concepts from this one book. If you consider yourself knowledgable, this is a great refresher course.
Well worth reading if your job involves advertising and marketing.
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