"How To Write A Good Advertisement"— Vic Schwab
‘How To Write a Good Advertisement’ -
As Victor Schwab puts it so succinctly in his best selling book, How To Write A Good Advertisement: Every one of the fundamentals in the "master formula" is necessary. Those sitting across from you at your dining, people who are "easy" to sell may perhaps be sold even if some of these factors are left out, but it's wiser to plan your advertisement so that it will have a powerful impact upon those who are "hardest" to sell. For, unlike fact-to-face selling, we cannot in printed advertising come to a "trial close" in our sales talk - in order to see if those who are easier to sell will welcome the dotted line without further persuasion. We must assume that we are talking to the hardest ones - and that the more thoroughly our copy sells both the hard and the easy, the better chance we have against the competition for the consumer's dollar - and also the less dependent we will be upon the usual completely ineffective follow through on our advertising effort which later takes place at the sales counter itself.
How To Write A Good Advertisement
With that in mind, I’ve adapted the following tips from Bly’s “How to Write a Good Advertisement” (in Chapter 6 for those playing along at home). Here, then, are nine criteria a blog post must satisfy if it is to be a successful post: