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How to Write a Good Advertisement: A Short Course in Copywriting Paperback – December 1, 1982
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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
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.
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
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 life of a copywriter.
The book is 8.5" x 11". It has enormous margins
in which you could take notes. It would be a
good textbook for a beginning copywriting class
and I think that is why it was written.
Clyde Bedell's "How To Write Advertising That Sells"
was an inspiration for this text and worth reading
as well - though more obscure these days due to
being out of print for many years.