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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How to Write a Good Advertisement is a short course in writing powerful, hard-hitting copy that can help you make your products and services irresistible to potential customers. This remarkable book has turned many novice mail-order entrepreneurs into expert copywriters and many experienced copywriters into masters of their trade
- Sales Rank: #5996735 in Books
- Published on: 1962
- Binding: Unknown Binding
- 227 pages
Most helpful customer reviews
10 of 10 people found the following review helpful.
A Classic with badly outdated examples
By IWilliam Stonehill
No one interested in writing DM or doing copywriting should think that one book tells it all, but instead should collect a library of must-read books. This is one of them. The advice is as true as the day it was written, in 1962. It constitutes one of the small handful of true classics on writing DM and advertising. Victor Schwab is right up there with the likes of Ogilvy, Bob Bly and Dan Kennedy. Buy this Book!
But...this book hasn't been revised since 1962, and many of the examples date from the 1920s and 1930s . Language has changed and moved on since then. Arm twisting , formulaic headlines and catch copy have also lost some (but maybe not all) of their ability to sell.
When this book was written, there was no Internet,email,iPod, Amazon, Google or Facebook. The basic assumption behind this book is the power of the printed word, which means it has to be treated with caution at times.
But this book is as fundamental a part of any copywriters toolkit as a hammer is to a carpenter. Be aware of its failings. It won't explicitly teach you to write for the Internet, and you may be puzzled by some of the quaint examples. But, if you read it and make sure to pass the tests at the end of each chapter, you're going to take giant steps towards becoming a better copywriter.
The reason for four stars is the dated examples. Otherwise a five start Must Buy Book
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!
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