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Breakthrough Advertising Hardcover – Unabridged, January 1, 2004
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Top Customer Reviews
several times. I put off buying it for awhile because
it's so overpriced.
This shouldn't be the first copywriting book you read.
I would say you should be thoroughly in the mix as a
marketer and hiring copywriters or doing it yourself
to even comprehend this book.
It's position a golden key to advertising mastery is
probably deserved. There are insights here which are
profound in their implications.
Invaluable resource for serious marketers and copywriters.
Not a good investment if you are just starting out. Read
all the copywriting classics first... and more than once.
Then write a lot of copy. Then get this book and you'll
have a point of reference to understand how the information
here can make you better.
I'm not telling you much about what is in the book. Other
reviewers who are stronger writers than I have already
told you what is in it. I'll just say you need a certain
level of maturity in the way you think and do marketing to
grasp the lessons in this book.
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.
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.
… it’s worth mentioning that 90% of the content I read in this book has never been in the hundreds of other marketing/advertising books I’ve read.
Only one person, Michael Masterson, a student of Eugene Schwartz, touches on levels of prospect sophistication and how to approach (and create new) markets based on the prospect’s level of desire awareness.
Read it twice... and it's worth every penny... I hesitated for a moment, but very happy I dropped the $140 after reading it!!
Most Recent Customer Reviews
I have not run into any other book such as this or one even close to it.