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About the book “How to Write a Good Advertisement”

“How to Write a Good Advertisement” is a guide written by Victor Schwab that outlines principles for creating effective advertisements. Schwab was a prominent copywriter in the early 1900s and his guide is still relevant today. This summary will cover the main ideas from the book to help you understand how to create impactful advertisements.

How to create impactful advertisements


The headline is the most important part of your advertisement. It is the first thing that the reader sees and it should draw them in. Schwab suggests using headlines that are easy to read, simple, and straightforward. The headline should be focused on the customer and their needs. Use words that will attract them to your product or service. You should also consider using a subheadline to further captivate the reader.


The body of your advertisement should work to elaborate on the headline. Use this space to emphasize the benefits of your product or service. Why should the reader care about what you’re offering? Schwab suggests using three key elements to make your advertisement more effective:

1. Show the problem that your product solves

2. Explain how your product solves this problem

3. Explain the benefits of your solution

It is also important to use clear and concise language in the body of your advertisement. Use active words that will grip the reader’s attention.


Visuals can be a powerful tool in an advertisement. Schwab advises using visual elements that will help to demonstrate the benefits of your product or service. This could include photographs, illustrations, or diagrams. Keep in mind that the visuals should be used to support the text, not distract from it.


The layout of your advertisement is important because it can affect the readability and impact of your message. Schwab suggests using a simple and clean layout that is easy to follow. He also advises breaking up the copy into easy-to-read sections with subheadings. Each section should build on the previous one to create a persuasive argument for the reader to engage with your product or service.

Call to Action

The call to action is the final element of your advertisement. It should be clear and straightforward, giving the reader a reason to act. Schwab advises using an active voice and creating a sense of urgency to encourage readers to take immediate action. This could be a limited time offer or the promise of a special deal. Be sure to include clear instructions on how to get in touch with you or purchase your product.

Other Tips

Schwab provides a number of other tips for creating impactful advertisements. Here are a few:

  1. Use the word “you” to focus on the reader rather than yourself.
  2. Use emotional appeals to draw in the reader and create a connection.
  3. Be specific – use numbers, names and other details to make your advertisement more credible.
  4. Use testimonials and endorsements from satisfied customers to build trust.

In conclusion

In the world of marketing and advertising, creating an effective advertisement is key to success. And that’s where How to Write a Good Advertisement comes in. This guide by Victor O. Schwab provides readers with a wealth of insights and methods for crafting advertisements that truly resonate with their target audience. One of the key takeaways from the book is the importance of focusing on the customer’s needs. By understanding what motivates your audience and what problems they are looking to solve, you can tailor your message to speak directly to them. Schwab also emphasizes the importance of using catchy headlines and subheadings to grab the reader’s attention, as well as clear visuals to convey your message in a way that is easy to understand. Additionally, creating a sense of urgency is crucial in getting readers to take action. Whether it’s a limited time offer or a call to action that encourages immediate response, Schwab’s guide provides numerous tips and strategies for creating a sense of urgency that will drive results. Overall, How to Write a Good Advertisement is a valuable tool for anyone looking to create impactful and persuasive advertisements that will engage readers and drive action.