How to Write a Good Ad (Annotated): A Short Course in Marketing (Masters of Marketing Secrets Book 5)
by Victor O. Schwab
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- Contains Copywriting Breakthrough Addendum.
"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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