Breakthrough Advertising Summary

I found the following summary of “Breakthrough Advertising” on the site http://www.keywordsblogger.com/breakthrough-advertising-a-summary-of-eugene-schwartzs-classic-marketing-text/. It is such good content that I am dropping it here for my future reference.

Breakthrough Advertising: How to Write Ads That Shatter Traditions and Sales Records is an absolute classic in the field of marketing.

Its publisher claims that the ideas in Breakthrough Advertising have generated millions of dollars in revenue for its readers, and this is one of the few books that I would believe that claim.

I highly recommend you get a copy from your public library (if you can find a copy), or buy it from BottomLineSecrets But if you don’t have the $95 to splash out on a copy, I’ve summarized the book in this post. If you like this summary, please leave a comment!

First job of the copywriter is a thorough analysis of a market:

To detect existing mass desires that created that market
To define and focus those desires in terms of a single image or desire or need
To channel those forces toward once inevitable solution – your product

How to channel mass desire onto a product:

Choose the most powerful desire that can be applied to a product
Acknowledge that desire, reinforce it, offer a means to satisfy it – in a single statement in the headline of the ad
Take the features/performances of the product and show your prospect how these product performances inevitably satisfy that desire

Once the “theme” of the advertisement is determined, the process of expressing that theme begins:

Find out how much people know about your product and what it does
How much they know about similar products
How much they care about both

Questions to ask in developing a headline:

What is the mass desire that creates this market?
How much do these people know about the way your product satisfies this desire? (Their state of awareness)
How many other products have been presented to them before yours? (Their state of sophistication)