Ebook Free How to Write a Good Advertisement: A Short Course in Copywriting, by Victor O. Schwab
Ebook Free 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
Ebook Free How to Write a Good Advertisement: A Short Course in Copywriting, by Victor O. Schwab
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Product details
Paperback: 246 pages
Publisher: Echo Point Books & Media (July 4, 2013)
Language: English
ISBN-10: 1626549621
ISBN-13: 978-1626549623
Product Dimensions:
6.7 x 0.5 x 9.6 inches
Shipping Weight: 15.2 ounces (View shipping rates and policies)
Average Customer Review:
4.8 out of 5 stars
61 customer reviews
Amazon Best Sellers Rank:
#103,595 in Books (See Top 100 in Books)
How much do you know about advertisement? Before reading this book, my understanding of advertisement was from what I learned watching Mad Men. Don Draper tells us in a pitch to a cigarette client: “Advertisement is based on one thing: happiness. And you know what happiness is? Happiness is the smell of a new car. It’s freedom from fear. It’s a billboard on the side of the road that screams, with reassurance, that whatever you’re doing, is OK. You are OK.†Wow. Mad Men made me feel like an advertisement expert. But, if you sat me down at a desk and told me to create an advertisement for a new brand of sportswear made of hemp, I wouldn’t know where to start. Maybe I’d try to make something that tells the audience that hemp sportswear will make them happy, that wearing it will make them feel like whatever they’re doing is OK. But I wouldn’t know where to start in making that happen. Or what a completed ad looks like. After reading this book, I know what steps to take, and which rules to follow to write a good ad.I don’t work in advertising. I just want to be able to publish my own content that grabs peoples attention and persuades them to take action on my content. This book offers exactly what I needed to learn.Here are the 4 main lessons it taught me:1. There are 5 basic elements of a good advertisement: get attention, show people an advantage, prove it, persuade people to grasp the advantage, and ask for action. He breaks each element down in its own chapter, providing concrete examples as well as abstract concepts. He adds quizzes at the end of each chapter to make sure you know the important parts.2. How to write a good headline. I couldn’t believe this book was originally published in 1962. The headlines and advice he offers could easily be used for teaching a masterclass on writing youtube clickbait titles in 2018. At the beginning of the book, he provides 100 successful headlines with comments on why they work, and several sections on effective themes you see throughout the headlines. The way he provides these real examples with immediate feedback on why they work is the most effective way to learn, not employed enough in books. It will also be a resource I use for when I need to get inspired for writing headlines or titles in the future. I used the advice in creating this headline (did it get your attention?).3. People make decisions based on feelings or emotional appeal they want to experience or avoid, but facts are needed to rationalize the decision to go after or avoid that feeling or emotion. Moreover, the stronger and more effective your emotional appeal is presented, the more readily your facts will be believed. When presenting facts, start with the easy ones you know the reader already agree with, leaving the unfamiliar ones at the end after he or she has already started accepting your facts as true.4. How to be a better writer. He offers lots of advice on how to write clearly and keep the reader engaged to the end. This is important in copy. The longer your ad holds the readers attention, the more persuasive it is. At one point in the book, he offers 22 ways to hold interest longer. I already wrote them down in a personal notebook to review whenever I write something in the future.This book is worth it for anyone interested in learning about advertisement or how to sell things online. Its well written, timeless, and provides tons of examples and chapter quizzes to make sure you understand the key points it offers. I wrote down so many notes and highlights that I’ll using for reference years to come.
I took copywriting coaching from the legendary David Garfinkel and this is the first book he made me read as part of the coaching. What you will find is the right way to set up the copy to be written by you. Victor Schwab knew what he was doing as a writer and he details the ways to research, what to write and how to write it. If you are looking for the best books on copy this is one of them.
While this book was written almost 80 years ago, the principles are still applicable today. While marketing tactics are constantly shifting, the principles laid out in this book are evergreen.Some practical takeaways include...The 5 step process for effective ads100 captivating headlines and why they workHow to create stronger calls to action that motivate people to act quicklyTips and tidbits you can use to improve any advertisement or copyI've invested thousands of dollars studying influence and copywriting, and you can get many of the same principles in this book for only a few bucks. It's a no-brainer to get this.
Excellent book on copywriting. Yes, it may seem old school, but reading Victor O. Schwab's text is worth reminding yourself about the basics and picking up pointers. While you are at it, you can see how language shifts - over the span of just 60 years. The advice is good for beginners and for people who think they know something about writing. Writing to convince people to buy something is a whole different game. If your sales are lacking, you might take a look at the underlying cause in the writing that is selling for you.
I gained a lot of insight about branding by reading "Why Johnny Can't Brand" by Bill Schley and Carl Nichols. Victor Schwab is one of the key figures from mass advertising's heyday that Schley and Nichols deem the "Brand Titans." I wasn't disappointed by this introduction to writing advertising and marketing copy. It has guided me very helpfully in writing many effective web pages on websites. Since Internet marketing today often shares similarities to the direct-response advertising of the mid-twentieth century, there is a lot to be learned and applied still today.
This is not a book you are going to skim. You will find yourself reading a section or headline, reading the analysis and then going back to headline and re-reading it.Don't let the older publishing date fool you, everything is still applicable today. Many modern books just rehash what these older books first taught.The book will help you improve your copywriting and especially for your headlines.Facebook ad writers and bloggers will benefit from reading it.
While it's author & the book itself is not as lauded as some of the other classics, this book gets straight to the essence of exactly how to write a good advertisement.Perfect for beginners (either small business owners, or aspiring copywriters) to get a solid head start.Considering everything that has changes since it was published, it has aged quite well, and you can easily apply it to the digital world.For seasoned copywriters it might not be groundbreaking, but it is a welcome reminder that we shouldn't expect books to single-handedly revolutionize our ad-writing skills either. It reminds us of solid fundamentals, and sends us to work, doubling down on them & improving through testing & continuous learning & growing.
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