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July Great Books Club Selection:
How to Write a Good Advertisement

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Bonus: Great Moments in Advertising

AWAI’s Great Books Club moves into its second month with How to Write a Good Advertisement by hugely influential copywriter and marketing expert Victor Schwab.

Though this book has been around for decades, its lessons are timeless. And it remains a dog-eared mainstay on the shelves of many A-level copywriters.

During the call, Marcella will be joined by 40-year industry veteran Clayton Makepeace, who found Schwab’s work to be hugely influential in his career. As Clayton puts it:

When I was first hired as a copywriter back in the 1970s, I wasn’t really sure what direct response was – let alone understand the principles or rules for creating compelling sales copy.

To remedy this situation, my new boss simply handed me a copy of How to Write a Good Advertisement. In the days that followed, Mr. Schwab made me a copywriter.

We often talk about how “The Masters” created this art and science of ours. We speak of David Ogilvy, Robert Collier, and many others. For me, Victor Schwab packs more copywriting wisdom into a single page than any of them.

The Professional Writers’ Alliance

The Professional Writers’ Alliance

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Published: June 20, 2014

5 Responses to “July Great Books Club Selection: How to Write a Good Advertisement [video]”

  1. Is there a replay of the first one?

    Bryan AucremanneJune 21, 2014 at 8:45 pm

  2. There is Bryan - on this page www.awaionline.com/2014/05/how-to-win-friends-and-influence-people/

    Guest (Aaron T)June 23, 2014 at 11:28 am

  3. The Great Books Club is a super idea! "How to Win Friends and Influence People" is one of my favorite self-improvement books and was a great choice for the first session. I enjoyed the first session and really began to realize the great benefits that can be obtained from participating in the club!

    Thanks so much for starting this club!!

    Henry MJuly 5, 2014 at 2:23 pm

  4. Me resulta extraordianriamente atractiva la idea de realizar el sueño que puede permitir se feliz y a la vez ganar dinero.

    Guest (Arthur Paul)July 12, 2014 at 9:31 pm

  5. "When the student is ready, the teacher will appear." My voyage into the writer's life has taken on a life of its own.
    "How to Write a Good Advertisement" is an example.
    Thank you!

    JuanAugust 23, 2014 at 9:12 pm


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