by Victor O. Schwab
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0 of 0 people found the following review helpful:
A must read for writers of advertising, 2008-09-29
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 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.
0 of 0 people found the following review helpful:
Very Clear and Consice, 2008-08-28
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.
13 of 13 people found the following review helpful:
Classic, 2007-04-14
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 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.
9 of 9 people found the following review helpful:
One of the Classics, 2006-02-22
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.
16 of 16 people found the following review helpful:
A great book for your advertising collection, 2005-03-22
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.
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