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

Schwab, Victor O

Couverture souple

ISBN 10 : 1626549621 ISBN 13 : 9781626549623

Editeur : Echo Point Books & Media, 2013

Synopsis

Call it advertising, call it promotion, call it marketing, but whatever you call it, every business and organization depends on words with impact. You need to grab the attention of potential customers, clients, or supporters and call them to action. 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 naturals 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, Schwab's classic guide, has stood the test of time. In just over 200 pages, this book clearly explains the core elements of an effective advertisement. Schwab shows us how to

• Get attention with better ad copy
• Build credibility in your advertising
• Create winning layouts and choose the best ad size
• Test ad effectiveness
• Convert inquiries to sales
• Make special offers that dramatically increase response and sales

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. Schwab provides us shortcuts without sacrificing long-term understanding. Fifty years after publication this book is still the standard bearer, sought after by a new generation of copy-writers and businesspeople. Read it, apply it, and watch your sales soar.

A propos du livre

Présentation de l'éditeur

2015 Reprint of 1962 Edition. Exact facsimile of the original edition, not reproduced with Optical Recognition Software. This is in effect a short course in copywriting, wherein Schwab offers concise, specific and tested information on every phase of copywriting, including: 100 good headlines and why they work; What the Illustration should and should not do; 22 ways to hold the reader longer; 14 instructive split-run tests and more. Schwab was the head of his own ad agency as well as a student of advertising.

Détails de l'édition

• Éditeur: Echo Point Books & Media
• Date d'édition: 2013
• ISBN 10: 1626549621
• ISBN 13: 9781626549623
• Reliure: Broché
• Langue: anglais
• Nombre de pages: 246
• Coordonnées du fabricant: non disponible