How to Write A Good Ad

by Dr. Robert C. Worstell (Editor), Victor O. Schwab

Overview

"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

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Product Details

BN ID:	2940149658770
Publisher:	Midwest Journal Press
Publication date:	07/26/2014
Sold by:	Barnes & Noble
Format:	eBook
File size:	306 KB

About the Author

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 "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)

Dr. Robert C. Worstell is a prolific author, editor, and artist who lives on a working farm in Missouri. He is most known for his self-help books and courses.

His life-long quest has been to understand the world around him and describe his findings in simple terms so that anyone could understand. His ideal has been to enable as many people as possible to improve their lives.

Retiring after over 20 years as a professional counselor, the writing muse bit him while he was pursuing a list of degrees. Finding no nearby job offers in his field that wouldn't require relocating from the family farm, Dr. Worstell took up the research of online marketing in order to find additional outlets for his books.
This research itself has been a source for additional volumes.

Both his farm work and his part-time hobbies of caricatures and cartooning are becoming sources for upcoming books of their own. Having found the simplicity and ease of publishing through his Midwest Journal Press, he has no reason to slow his output in the near future.