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:
How to channel mass desire onto a product:
Once the “theme” of the advertisement is determined, the process of expressing that theme begins:
Questions to ask in developing a headline: