- How to Write a Good Advertisement by Vic Schwab (Wilshire Book Company, 1962). A common-sense course in how to write advertising copy that gets people to buy your product or service, written by a plain-speaking veteran mail order copywriter in 1960.
Best part: 100 “archetypal” headlines that people are still using in various forms today to create new controls (e.g., “When Doctors Feel Rotten, This is What They Do”).
Availability: Still in print (Wilshire Publishing) and available on amazon.com.
- My First 50 Years in Advertising by Max Sackheim (Prentice-Hall, 1970). Another plain-speaking, common-sense guide that stresses salesmanship over creativity, and results over awards. The author was one of the originators of the Book of the Month Club.
Best part: The oversize format allows full-size reproductions (large enough for the copy to be legible) of many classic ...(register to read more)