Victor O. Schwab was one of the most famous direct marketing copywriters of all time. His work for Dale Carnegie’s "How to Win Friends and Influence People" made it a best-selling book in the 1930s."How to Write a Good Advertisement" is in effect a short course in copywriting, wherein Schwab offers concise, specific and tested information on every phase of copywriting, including: 100 good headlines and why they work; What the Illustration should and should not do; 22 ways to hold the reader longer; 14 instructive split-run tests and more.