2) It is unique. The ideas, concepts and insights Eugene Schwartz explains in it can be found in many books that came out AFTER him and were obviously copied.
3) Only experts can do something with it.
If you don't have this book yet, today is your lucky day:
I bought it, read it, and today I'm sharing with you some of the lessons I learned from it.
If you want to buy the book yourself, you can do so here .
I included it in my list of best marketing books .
And now let's begin.
Following are the key lessons from Eugene Schwartz’s book Breakthrough Advertising.
Table of contents
Lesson 1: The Biggest Mistake in Marketing
In 1954, the automobile industry in America was dominated by big cars.
Lots of horsepower, dual exhaust and luxurious interior.
FORD wanted to try something different, invested millions of dollars in advertising and sold "security and peace of mind" to Americans.
The result?
A flop.
Nobody wanted to buy security or peace.
People wanted a status symbol - not a fuel saver.
Ford learned from this mistake and the next year produced cars that had so much horsepower they almost exploded.
Did you recognize the mistake cambodia telegram screening that FORD made?
Before I tell you, you as a copywriter must understand a fundamental truth:
At the heart of copywriting is desire.
Without a desire, copywriting is like playing darts without a target:
No matter how often you throw the pin, how good your technique is or how strong you imagine the target to be - every throw misses.
And with it every attempt to sell your product.
You cannot create this desire or force it into your customer, as FORD tried to do and made the biggest mistake in marketing:
They tried to create a desire.
"The biggest mistake marketers make is trying to create demand."
–Eugene Schwartz in Breakthrough Advertising
If you want to make money as a copywriter , you have to find an existing desire and transfer it to your product.
Say:
You cannot create desire – only channel it.