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