How To Write A Good Advertisement by Victor Schwab
How To Write A Good Advertisement by Victor Schwab is a comprehensive guide to writing effective advertisements. The book explains the core elements of an effective ad, which are getting attention, showing people an advantage, proving it, persuading people to grasp the advantage, and asking for action.
With a chapter dedicated to each element, Schwab goes through each of these elements in depth and provides plenty of good and bad examples.
In addition to understanding those elements, this book will also teach you how to get attention, build credibility, create winning ad layouts, choose the best ad size, and test ad effectiveness.
Schwab gives an interesting view of the psychology behind human desires and teaches the reader how to tie these desires to our own products or services, and how to use these appeals in our ad copy to persuade people to take action.
The book also covers effective split-testing, how to increase/decrease the number of enquires from an ad, using coupons, and lists seven other elements that influence the effectiveness of an advert. There are numerous examples to back up Schwab’s points, with both good and bad examples shown which are very helpful for the reader.
What I Liked
The book is a timeless classic. It’s a must-read for the principles of writing a good ad.
What I Did Not Like
It’s a bit old-school with old examples.
