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How to Write a Good Advertisement

246 pages, 2013

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Description

Few among us are born talented copywriters—that rare combination of both facile wordsmiths and natural salespeople. Most of us need some help, and even the most talented can improve by studying the best. 

Victor O. Schwab was one of the greats. Considered a marketing master during his 44-year career, he was the copywriter who propelled Dale Carnegie's How to Win Friends and Influence People into a mega-seller. 

How to Write a Good Advertisement gets you quickly up to speed with examples of powerful profitable headlines (with explanations of why those headlines work so well), and quick lesson reviews that help you turn what you've read into skills you own.

The Power of a Good Headline

Victor O. Schwab emphasizes the importance of a compelling headline in an advertisement. He suggests that a good headline should grab the reader's attention, spark curiosity, and make them want to read more. So, if you're looking to improve your advertising skills, start by crafting catchy and intriguing headlines.

Understanding Your Audience

Schwab stresses the need to understand your audience. He believes that knowing who you're writing for is crucial in crafting a successful advertisement. This means researching and getting to know your target audience's needs, wants, and preferences. So, take some time to dig into your audience's psyche and tailor your message to resonate with them.

The Art of Persuasion

In 'How to Write a Good Advertisement', Schwab explores the art of persuasion. He teaches that a good advertisement should not only inform but also persuade. It should convince the reader that they need the product or service being advertised. So, if you want to write compelling ads, learn to master the art of persuasion.

The Importance of a Strong Call to Action

Schwab highlights the importance of a strong call to action in an advertisement. He argues that an ad should always guide the reader towards a specific action, whether it's buying a product, signing up for a newsletter, or visiting a website. So, remember to always include a clear and compelling call to action in your ads.

Testing and Improving Your Ads

Finally, Schwab encourages readers to test and improve their advertisements. He believes that there's always room for improvement and that the best way to find out what works and what doesn't is through testing. So, don't be afraid to experiment with different headlines, messages, and calls to action to see what gets the best results.

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