Breakthrough Advertising by Eugene M. Schwartz
This book was first published in 1966—what seems to be three lifetimes ago. It was put out by Prentice-Hall, a marvelous house: it sold only a few thousand copies. But since it was published I have had people coming to me regularly to tell me that the directlv credit reading this book with
their making millions of dollars.
This is amazing enough, but even more remarkable is the fact that—when I look back on it—not a single one of these people was a copywriter. Here is a book that is called Breakthrough Advertising . . . and yet was used by men who were not in the business of advertising at all, to make more money than most of us ever dream of accumulating.
How did this happen? What was a publisher, a financier, a manufacturer of novelties, able to make so very much more with a book that is about putting sentences together? (The financier told me that, within one year after obtaining the book, he had raised his net worth from $100.000 to $10 million). Are the sentences contained in the pages that follow that powerful? Can they change the fortunes of men so radically? Are they far more universally adaptable than I had first thought.. . so they are no longer about advertising products, but literally about opening whole new markets for them?
what is breakthrough advertising?
More than anything, breakthrough advertising is a process that takes you through the entire process of gaining the attention of your target audience and then selling to them over and over again. This process begins with the headline which is designed to capture the reader’s attention. Once this attention has been captured, the advertiser then appeals to the most basic instincts of the target audience, getting them to act on impulses they already have.
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