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Breakthrough Advertising Hardcover – Unabridged, January 1, 2004
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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: [...]
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.
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.
… 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.