How to Write a Good Advertisement: A Short Course in Copywriting

Author: Victor O. Schwab
Overview

How to Write a Good Advertisement by Victor O. Schwab is a timeless and practical guide to creating compelling and persuasive advertisements. Written by one of the greatest copywriters in history, this book serves as a concise yet thorough course in the principles of successful advertising and copywriting. It provides actionable strategies to craft ads that grab attention, engage readers, and drive sales.

Victor O. Schwab, known for his ability to sell products with razor-sharp copy, distills his years of experience into clear, easy-to-follow lessons that can help both beginners and seasoned marketers sharpen their writing skills.

Key Lessons from the Book

1. The Five Key Elements of Every Effective Advertisement:

   • Get Attention: The importance of strong, intriguing headlines.
   • Show People an Advantage: Why the reader will benefit from your product or service.
   • Prove It: Supporting claims with evidence, testimonials, or demonstrations.
   • Persuade People to Grasp This Advantage: Evoking desire with emotional and logical appeals.
   • Ask for Action: Clear calls to action that encourage immediate response.

2. How to Write Powerful Headlines:
   Schwab highlights the critical role of headlines, emphasizing how they determine whether an ad is read. He shares examples of 100 of the most effective headlines and explains why they work.

3. Appealing to Reader Emotions:
   The book dives into understanding human psychology—such as desires, fears, and motivations—and how to tap into them to influence readers’ decisions.

4. Creating Offers That Sell:
   Schwab explains how to craft irresistible offers, free trials, and guarantees that help eliminate objections and build trust.

5. Structuring an Advertisement for Maximum Impact:
   The step-by-step breakdown of ad components, from the headline and opening paragraph to body copy and call-to-action, ensures your message flows effectively.

6. Clarity Over Cleverness:
   Schwab emphasizes clear, concise language that communicates the message without unnecessary fluff. “The best ads are not the cleverest—they are the clearest.”

Why You Should Read It

• Timeless Strategies: Although written decades ago, the book’s principles are still relevant in today’s digital age, applying to everything from print ads to social media marketing.
• Actionable Insights: Schwab provides step-by-step advice, real-life examples, and exercises that make the learning process practical and actionable.
• Beginner-Friendly: The book breaks complex concepts into simple, easy-to-apply techniques—perfect for those new to copywriting.
• For Writers of All Kinds: Whether you’re writing ads, email campaigns, landing pages, or product descriptions, Schwab’s lessons will help improve your persuasive writing skills.

Famous Quotes

1. “A good headline is like a flag on a hilltop. It makes you stop, look, and listen.”
2. “The reader does not want cleverness. He wants clarity and value.”
3. “People are more interested in themselves than in anything else. Successful advertisements are those that appeal to their interests.”

Conclusion

How to Write a Good Advertisement is a must-read for anyone involved in marketing, advertising, or business. Victor O. Schwab’s advice stands the test of time, offering practical techniques to write ads that grab attention, persuade, and convert readers into customers. Whether you're a copywriter, entrepreneur, or marketer, this book will teach you the art and science of writing advertising copy that works.