Victor O. Schwab

Discovered this book through John Carlton's recommendation. It is an excellent classic book on the art of writing advertising copy. Don't let the references to newspaper advertising and direct mail put you off. The principles of testing, headlines and more all still apply. I've highlighted quite a few passages and plan to return to it later. If you read "Scientific Advertising" and want to find another classic text from decades ago, this one is for you (along with the Robert Collier Letter show more Book). show less