How to Write a Good Advertisement
by Victor O. Schwab
Schwab's 1962 short course: get attention, show people an advantage, prove it, persuade them to grasp it, ask for action, with 100 good headlines analyzed. It is clear, orderly and still used as a copywriting primer.
Read it if…
you want the five-step structure of a selling ad in one short book.
See the book →
Skip it if…
you have read Caples and Ogilvy; much overlaps.
Try instead: The 1-Page Marketing Plan →
Three things you will actually use
- Attention, advantage, proof, persuasion, action.
- Study headlines that worked.
- Prove every claim.
Do this first
Check your current landing page against Schwab's five steps and fix the missing one.
Our verdict
Orderly copywriting primer.
See the book →
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