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How to Write a Good Advertisement
by Victor O. Schwab
from Wilshire Book Company
Customer Reviews:
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Avg. Customer Rating: 5.0 / 5.0 
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A must read for writers of advertising
Beneath the humble text of this book is deep insight
into human nature and what causes people to buy.
This is not the only book of which I would say:
"If you can only have one copywriting book, get
this one," but it is on the short list of such
books.
Superbly educational. It makes you think. It
seems like a simple course on the surface -
perhaps that was Schwab's gift. At the end of
each chapter he features an essay on a topic
pertaining to the... more info
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Very Clear and Consice
If you read or listen to contemporary greats in advertising and/or direct marketing, they say this is one of the books that influenced them and helped in their careers. That is how I heard about this book.
Start with the fundamentals. Don't waste time reinventing the wheel.
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Classic
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... more info
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One of the Classics
I've read dozens of books on advertising. This is one of the best. Actual examples of Direct Mail ads, comparisons between 2 test ads, and posted results add to the value. There are even Headlines you can use as Templates for your own Headlines. Books by Victor Schwab & John Caples are the Classics I would recomend. Certainly worth the investment.
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