How to Write a Good Ad: A Short Course in Copywriting - Second Edition (Masters of Copywriting)
Description
A Proven Marketing Course in 10 Simple Lessons
"Most advertising copywriters know their fundamentals. Many of us practice them. Some of us should get back to them.
"Whether one is now studying to go into the field of copywriting, whether he is new in the craft, or whether he has been a practitioner in it for years, his knowledge?and practice?of these fundamentals will determine the extent of his success.
"As Daniel Defoe said, 'An old and experienced pilot loses a ship by his assurance and over-confidence of his knowledge as effectively as the young pilot does by his ignorance and want of experience.'
"So this book will strip down to fundamentals, try to forget the 'furbelows'. For, as time goes on, every line of creative work gets cluttered up with impressive jargon and off-the-beam technicalities, with professional palaver that strays far away from the main objective."
- Victor 0. Schwab
Another classic copywriting book - actually a proven course of marketing basics inside a single volume. Schwab was a copywriter before the term was coined. And his work for certain products become the control for testing later ads. Again, his book is one of a short handful that all the great copywriters have studied. Add this to your bookshelf for regular reference.
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Victor O. Schwab, shorthand secretary for Ruthrauff & Ryan's Maxwell Sackheim in 1917, so improved Sackheim's copy that he was promoted to copywriter and went on to be hailed as "the greatest mail-order copywriter of all time." A copy research pioneer, Schwab would use his coded coupon ads to test headlines, copy appeals, length, layouts, action closings and split runs of ads. He created Sunday comics ads for Dale Carnegie, body-builder Charles Atlas and Sherwin Cody's English Classics Course. In 1926, Schwab and Robert Beatty bought out Sackheim & Scherman and went on to build the giant Book-of-the-Month Club. (source: Advertising Age)
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Persons
Dr. Worstell is known for the depth and volume of his research - as well as his published works.
With seven degrees to his credit, ranging from comparative religions to computer networking, there are few fields he hasn't researched as a means to finding workable truths anyone can apply.
His current work is in making fiction writing profitable, and kicking over the bee-hives of established "guru's" in that field. Worstell feels that creating a living by writing should be simple and inexpensive.
Most of his work is available through his blog posts long before they become books. This blog-to-book method is a way of sharing and refining his material broadly to everyone.
