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Breakthrough Advertising Hardcover – Unabridged, January 1, 2004

by Eugene M. Schwartz (Author), Martin Edelston (Foreword)

46 customer reviews

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Editorial Reviews

2004. First Edition. Glossy hardcover. No dust jacket. 236 pages.

Hardcover: 236 pages
Publisher: Bottom Line Books (January 1, 2004)
Language: English
ISBN-10: 0887232981
ISBN-13: 978-0887232985
Package Dimensions: 9.1 x 6.1 x 0.9 inches
Shipping Weight: 1.4 pounds
Average Customer Review: 46 customer reviews
Amazon Best Sellers Rank: #463,364 in Books (See Top 100 in Books)
- #847 in Books > Business & Money > Marketing & Sales > Advertising

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ryan jack

Pay what ever they want and get a copy of ...

October 29, 2016

Format: HardcoverVerified Purchase

Pay what ever they want and get a copy of this book. Stuff not in any college classes I took. Read it at least 5 times. Use it, apply it . In time you will laugh at how little you payed to make so much.

22 people found this helpful23 people found this helpful

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Amazing Book

This is an amazing book. It is a game changer for sure

July 29, 2018

Format: HardcoverVerified Purchase

This is an amazing book. It is a game changer for sure. I bought my copy almost 10 years ago and It was worth every penny. This is an ADVANCE marketing/business book. If you follow, the stuff in this book it can change your business. The information in this book is pure gold and every marketer and business owner needs to read this book and use the knowledge gained from it. It is not an easy read, you will need to have some marketing/copy experience.

I highly recommend this book to all and the price they are asking for it, is so worth it. Read it today and beat the competition tomorrow!

2 people found this helpful3 people found this helpful

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Chuck Rylant

Advanced concepts of the psychology of marketing

November 24, 2012

Format: HardcoverVerified Purchase

Whether you value this book or not depends on your current knowledge, writing experience and level of desire to become really good.

This in not a book for beginners learning the fundamentals of advertising as the title alone could lead one to believe.

This book is for the advanced student and creator of copywriting for direct response campaigns. If you are not familiar with "direct response," you are not ready for this book.

If you have a thorough understanding of the basics, and you done your share of testing, then you will be ready for this book. It is and advanced study of the science of copywriting and advertising campaigns. This is for someone who has already had some wins under their belt and is now ready to take their skills to the next level.

The downside is that this book is not easy to read. It is dry and boring. Expect it to take you a long time to get through and to really grasp it, you should study this like a text book--highlighter in hand and multiple passes at it.

18 people found this helpful19 people found this helpful

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Joe Karbo

A MASTERPIECE THAT REQUIRES DEEP THINKING TO APPRECIATE

September 21, 2004

Format: HardcoverVerified Purchase

How many copywriters do you know whose copy sold an estimated 4 BILLION DOLLARS worth of products for their clients while working 4hours a day from home?

Only one comes to mind for me, and that is Gene Schwartz.

It took me years to see the brilliance in this book. At first, I did not appreciate it's value. Now I do.

It is not a "paint by numbers" or "follow theses easy steps" book on how to write copy. But it will teach you how to think like a master copywriter.

It will not provide you with 50 "fill in the blank" template headlines designed to turn your ad or sales letter into an instant control-beater. But it will reveal how to find the breakthrough headline that is right for your product.

It will not guarantee to teach you how to take any product and make it into an instant, overnight success. But it will teach you how to evaluate whether or not your product has adequate market potential to make it worth your while...or if you need to find a new market or market segment to go after.

It will not provide you with samples of contemporary controls. But it will give you insight into the control creation thought process used by one of the greatest copywriters of all time.

This is a book you will come back to time and again, after you have spent hundreds, even thousands of dollars on other "instant success" copywriting courses.

This is not a book for rookies. But it is a book for seasoned professionals who have been practicing for years and now want to go study with the Master.

P.S. - This book provides half a dozen samples of ads written by Gene Schwartz. It is virtually impossible to find other classics he wrote. Here is a little-known resource that will show you how to find most of his famous ads: [...]

23 people found this helpful24 people found this helpful

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Amazon Customer

Great read with excellent information.

January 5, 2018

Format: HardcoverVerified Purchase

Had this years ago. Bought this to replace a copy loaned that was never returned. Great read with excellent information.

One person found this helpful2 people found this helpful

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Ken McCarthy

A classic for serious copywriters

October 27, 2005

Format: HardcoverVerified Purchase

This is a rock solid, if challenging, book about writing ad copy from one of the best copywriters who ever lived. It is NOT an easy read so if you're looking to be entertained by a 'personality,' look elsewhere.

On the other hand, if you want to dig deep into the subject of copywriting and go beyond the 'paint-by-numbers,' training wheels approach that's so widely taught these days, this is a good book to work with.

And 'work with' is the way to look at it.

This book is so packed, one chapter could easily give you enough things to think about for a year.

By the way, there is absolutely nothing dated in this book.

Calling this book dated is like saying Claude Hopkins is dated because he used examples from the turn of the century or that John Caples is dated because he used example from the 30s and 40s.

You don't buy books like these for their examples. You buy them for what a highly experienced and successful ad writer has to say about his craft. That being said, this book will probably be too much for readers who want everything 'quick and easy' and need to be entertained.

75 people found this helpful76 people found this helpful

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David John

If you are a marketer—this book will help position you above the noisy din of your contemporaries in the industry.

May 6, 2018

Format: HardcoverVerified Purchase

A must have for any marketer with the desire to excel in their craft. I paid handsomely for a first print and it has rewarded me many times over!

Goes hand in hand with Clyde Bedell's "How to Write Advertising That Sells" from 1940.

One person found this helpful2 people found this helpful

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N. Hawks

As advertised

April 13, 2014

Format: HardcoverVerified Purchase

Fantastic old school advertising advice. I'm a sucker for this stuff, so take it with a grain of salt, but if you dig learning from the old masters than this will be an enjoyable & useful book for you.

5 people found this helpful6 people found this helpful

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Breakthrough Advertising Hardcover – Unabridged, January 1, 2004

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Breakthrough Advertising Hardcover – Unabridged, January 1, 2004

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