It was hard to put this book down. If you’re looking for the best place to start learning about effective, sale-multiplying, copywriting, then this short course in copywriting is what you’re looking for…
Victor O. Schwab’s “How To Write A Good Advertisement, A Short Course In Copywriting” delivers timeless and invaluable “curriculum” for the copywriting and advertising world.
Schwab teaches you from start to finish how to write such compelling advertisements that people will notice them, act upon them, and only ask for your product and no other. He gives you the fundamental and far reaching principles of copywriting but never skims on the details and analysis to help you make effective ads that really add sales!
The chapter on the 100 greatest headlines ever written is itself worth 10 times the price of the book. He goes into the specific details why each headline caught so much attention and drew an astounding number of sales. You can apply them to your ad headlines and reap the benefits (I sure did!)
Throughout the book he debunks many conventional “myths” and superstitions about copywriting such as the fear of the copy’s length, the “negative” approach, and the effectiveness of color,designs, pictures, and graphics.
You also get secrets on delivering your message to your potentional buyers in the fastest, cheapest, and most effective way. After getting far into his book you might notice that he used many of the techniques he talks about in his own chapter headlines. No wonder I found it hard to put the book down! 🙂
You learn in detail how to create ads that sell using the 5 fundamentals of reasons-why advertising: Get Attention, Show People An Advantage, Prove It, Persuade People To Grasp This Advantage, Ask For Action.
I found the Ask for Action chapter really profound and useful, with many easy and obvious ideas that are constantly overlooked, but also with insights that really push your ads where they usually need it the most.
The book shows that intricate planning and detail goes into each word and white space in an ad, and how even one word in the ad could make your ad a flop or send sales flying. Schwab emphazises that ultimately the only way to determine to a great ad from a bad one is wheather it significantly increases sales or not, and that must be measured. I concur.
This book has to be read alot more than once to pick out all the nuggets of gold, especially his random observations and psychology related chapters.
As for Schwab himself, you can read a little more on this amazing copywriter here
Buy this book. Read it. Use it. Read it again. Get a head start on writing ads that get lots of sales.