How to Write a Good Advertisement by Schwab, Victor O. -- Read -- Imperial Library of Trantor

Index

Title page TABLE OF CONTENTS DEDICATION PREFACE INTRODUCTION CHAPTER 1-GET ATTENTION

How Important Is the Headline? What Kinds of Rewards Do Good Headlines Promise? 100 Good Headlines and Why They Were so Profitable The Attraction of the Specific How Many Words Should a Headline Contain? The Primary Viewpoint-The “Point of You” Don’t Worry about a “Negative” Approach Neophobia?-Americans Don’t Suffer from This Ailment! Stale News to the Advertiser May Be Fresh News to the Reader MAKING YOUR LAYOUT GET ATTENTION

Two Ways to Do It The Use of Pictures Show Product in Use What the Illustrations Should (and Should Not) Do

QUIZ ON CHAPTER 1 THE “SO WHAT?” DEPARTMENT

CHAPTER 2-SHOW PEOPLE AN ADVANTAGE

You’re on Both Sides of the Counter What Do People Want? Psychological Background Behind These Desires New Trends for Old HOW SHALL WE SELECT OUR COPY APPEAL?

Judy O’Grady and the Colonel’s Lady Eliminating the “Testing of the Obvious”

IMPORTANCE OF YOUR FIRST PARAGRAPH

Two Examples-One Bad

QUIZ ON CHAPTER 2 TELL ME QUICK AND TELL ME TRUE (OR ELSE, MY LOVE, TO HELL WITH YOU!)

CHAPTER 3-PROVE IT

Why You Need Facts-and Where Two Forces Are Needed to Pull a Sale Never Forget This Psychological Truth The Heart Dictates to the Head The Kind of Facts to Get The Missing Ingredient in Many an Otherwise Good Advertisement How to Present Your Facts QUIZ ON CHAPTER 3 TOO MUCH SAND

CHAPTER 4-PERSUADE PEOPLE TO GRASP THIS ADVANTAGE

A $600,000,000 Example A Simple Illustration of It in Action How a Salesman Uses This Factor It May Be Negative or Positive The Sixth Prune Aim at the Hardest Target QUIZ ON CHAPTER 4 THIRTEEN AGAINST THE GODS

CHAPTER 5-ASK FOR ACTION

The Gap Between Reading and Acting What Kind of Action Shall We Ask For? Guarantees Get Action “Delay Is the Enemy of a Sale” The Fallacy of “Sometime” Not What People Say-but What They Do The Battle for the Bucks QUIZ ON CHAPTER 5 THE UNBEATABLE BRIEF CASE

CHAPTER 6-HOW LONG SHOULD THE COPY BE?

Platitudes Won’t Answer This Question Eight Milestones to a Sale The Qualities of Quantity How Far Will You Carry the Majority? The Vital Key Word The Quantity of Quality 22 Ways to Hold Interest Longer How to Make It Look More Inviting The Form vs. Substance Mistake A Condensed Recapitulation HOW TO DECIDE THE BEST COPY LENGTH

It’s Easier to Get Attention and Interest than to Hold It The Everlasting Yea and Nay If It Isn’t There It Can’t Do Any Work When Shorter? When Longer? And Now You’re Going to Cut-or to Expand You Need This Additional Guidance

THE LOWLY SUBHEAD

How to Make Them Do More Work Use Questions-Sequence Let Them Speak Out Strongly

QUIZ ON CHAPTER 6 AIDA OR EMMA?-WHICH SHALL THE COPYWRITER MARRY?

CHAPTER 7-HOW TO GET MORE INQUIRIES

Inquiries-the Cornerstone of Many Businesses Ten Ways to Increase Them HOW TO REDUCE THE NUMBER OF INQUIRIES

A Delicate Balance What to Decide First How to Decide Whether to Reduce Them Ten Ways to Reduce Them

HOW TO MAKE THE INQUIRY COUPON ITSELF DO A BETTER JOB

Three Kinds of Prospects Ten Ways to Improve Your Coupon

COUPON RIDERS-WORTH MUCH, COST LITTLE OR NOTHING

Allow People to Trade Up If They Want to

SEVEN OTHER FACTORS WHICH INFLUENCE THE EFFECTIVENESS OF AN ADVERTISEMENT

Size of Advertisement The Use of Color When It Appears Position The Effect of Big News Events The Effect of Weather And the Most Important Factor of All

QUIZ ON CHAPTER 7 YOU CAN PROFIT-AFTER HOURS

CHAPTER 8-HOW TO SIZE AN ADVERTISEMENT

Your Vision May Be Too Narrow Look Beyond the “Nuts and Bolts” If You Are Testing a New Product QUIZ ON CHAPTER 8 SUBCUTANEOUS ADVERTISING

CHAPTER 9-DO COPY APPEALS HAVE A SEX?

“Longer-Haul” Thinking “Shorter-Haul” Thinking Do Your Observations Check with This One? Why It Has Bearing on Your Copy QUIZ ON CHAPTER 9 MR. JOHN JACQUES JONATHAN JONES

CHAPTER 10-FACTS OR FANCIES-WHICH SHALL YOU FEATURE?

“The Most Wanted Product in the World” Some Ads Don’t Need Much Factual Underpinning QUIZ ON CHAPTER 10 ARE YOU AN “ADSOMNIAC”?

CHAPTER 11-FOURTEEN INTERESTING AND INSTRUCTIVE SPLIT-RUN TESTS

Sufficiently Conclusive-if Properly Handled Differences Should “Scream”-not “Whisper” The General Application of Split-Run Experience QUIZ ON CHAPTER 11 TO THE JONESES

CHAPTER 12-“CUMULATIVE EFFECT”-A COMMON ALIBI FOR POOR ADVERTISING

Why Multiply Zero? False Reliance upon the “Series” Idea What’s Profitable about Procrastination? What’s the Cumulative Cost in Time and Money? You’re Not in an Endurance Contest QUIZ ON CHAPTER 12

CHAPTER 13-THE HARD-BOILED ATTITUDE-AND HOW TO ACQUIRE IT

What’s Behind This Attitude? But There Are Two Compensations When Is an Ad “Good”? More Nays than Yeas The Tougher the Job, the Better the Copy HOW TO ACQUIRE THE HARD-BOILED ATTITUDE

Doubt Makes Demands A Hair Shirt Worth Wearing Not What They Think, but What They Do

QUIZ ON CHAPTER 13

CHAPTER 14-RANDOM OBSERVATIONS

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