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How to Write a Good Advertisement
V. O. Schwab
About the Author
Victor Opper Schwab (1897–1980) was a pioneering figure in early 20th-century advertising and copywriting, known for simplifying the principles of persuasive communication into practical strategies. In the 1930s, his work on Dale Carnegie's "How to Win Friends and Influence People" helped make it a bestseller. His own works focus on helping readers understand what truly motivates people to act. Schwab's teachings emphasize emotional appeal and direct response, which are principles that still form the backbone of effective marketing today.
About the Book
"How to Write a Good Advertisement" is a concise guide to crafting compelling advertisements that capture attention and drive action. Written during a time when print advertising dominated, the book distills timeless copywriting fundamentals that remain highly relevant in modern digital marketing.
Summary
In "How to Write a Good Advertisement," Schwab teaches that successful advertising is not about cleverness. Rather, it's about understanding people and communicating value clearly and persuasively. Notable lessons include:
- Focus on the Reader, Not the Product: Schwab emphasizes that great advertising speaks directly to the reader's desires, needs, and problems. Instead of listing features, you must show how your offer improves their life.
- Clarity Beats Cleverness: The book reinforces that simple, direct language outperforms vague or overly creative messaging. A clear, easy-to-understand message will always convert better than something confusing or abstract.
- Strong Headlines and Structure Drive Results: Schwab highlights the importance of headlines, layout, and flow. The first few words determine whether someone continues reading, making structure just as important as the message itself.
- Your Headline Is Your Most Valuable Real Estate: Readers learn that the headline carries the weight of the entire advertisement. A weak headline loses the reader before the body copy gets a chance to work. The author breaks down the specific qualities of headlines that stop people in their tracks and pull them into the message.
- People Buy Benefits, Not Features: One of Schwab's most repeated lessons is the distinction between what something is and what it does for the reader. Describing a product's features tells people what they are getting; describing benefits shows them why their life will be better because of it. The second approach sells.
- Proof Converts the Skeptical Reader: Bold claims without evidence create doubt rather than desire. Testimonials, statistics, demonstrations, and specific examples serve as proof elements, giving the hesitant reader the rational justification they need to act on an emotional impulse.
- Every Element Must Earn Its Place: Schwab holds each sentence, image, and design choice to a single standard: does it move the reader closer to taking action? Anything decorative, redundant, or off-message weakens the advertisement. Restraint and purpose are the marks of a skilled copywriter.
- Create Urgency Without Manipulation: The book shows how to give readers a genuine reason to act now rather than later. Schwab frames urgency not as a pressure tactic but as a service to the reader, helping them overcome the natural tendency to delay a decision they would ultimately benefit from making.
- Test Everything and Let the Results Guide You: Schwab advocates for measuring what works rather than relying on instinct or opinion. He encourages writers and advertisers to test headlines, offers, and formats systematically, treating each campaign as a data source for the next.
Frequently Asked Questions
"How to Write a Good Advertisement" teaches the fundamentals of persuasive writing for marketing. Readers learn how to craft messages that connect with the audience and motivate them to take action.
The book is approximately 280 pages, making it a thorough and highly practical read.
"Advertising is nothing but an expense (not an investment) unless it gets the kind of action desired by the advertiser."
It was originally published in 1980, during the rise of modern advertising practices.
This book is available in hard copy, as scanned classic editions, and as part of curated collections on vintage advertising and copywriting. Some versions include modern formatting or brief editorial notes.
The Secrets of Success membership portal offers this book resource online for business owners wanting to strengthen their ability to communicate, market, and sell effectively. Because it's an easily accessible online resource, entrepreneurs may find the book convenient for ongoing reference and study.
Ready to sharpen your copywriting skills? Get "How to Write a Good Advertisement" and other powerful business classics inside the Secrets of Success library, where you'll gain access to exclusive member resources and marketing insights when you join here.
If you enjoy this book, you may be drawn to ideas that emphasize how effective communication drives action. If so, you would likely enjoy similar works, like:
"The Robert Collier Letter Book" by Robert Collier: Teaches persuasive writing through real-world examples. You'll appreciate how it expands on emotional selling and structure.
"Copywriting & Direct Marketing" by Robert Collier: A deeper dive into direct response principles, perfect if you want to apply Schwab's ideas in more detail.
"The Ultimate Sales Letter" by Dan Kennedy: Offers modern, actionable frameworks for writing high-converting copy. Great if you want to translate classic principles into today's marketing.
"NO B.S. Direct Marketing" by Dan Kennedy: Focuses on results-driven marketing strategies. You'll enjoy its direct, no-fluff approach that aligns with Schwab's philosophy.
"Secrets of Closing the Sale" by Zig Ziglar: While focused on sales conversations, it complements this book by teaching how to influence decisions and build trust.
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"Advertising is nothing but an expense (not an investment) unless it gets the kind of action desired by the advertiser."
V. O. Schwab
I'm likely going to need a new copy soon. It's that good. Copywriting, the how and reasons for the way to do it? Outstanding.
It doesn't matter if you're writing about hamsters or hydroponics; this book will make your writing better.
There are short tips at specific stopping points to 'self-test' whether you really got the idea. Don't worry. This isn't like college theory; it's for those who want to get their ads to produce results.
And before you pay out hundreds of dollars, get this guide and dive in. Mark it up, highlight what you find, and start anywhere you want. You will learn why some ads such in actual buyers, and how you can do your own.
As a new marketer, I spent a lot of time not knowing what I was doing. This book was recommended by in a copywriting workshop I attended.
Lots & lots of gold nuggets. I started implementing what I was reading before even finishing the book, and I there is an increase in open rates. I love love it.
among many others
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