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Breakthrough Advertising Hardcover – Unabridged, January 1, 2004
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And I've often had to pop ibuprofen after reading it because of massive headaches.
However... This is THE ONLY copywriting book that will show you how to write ads that are non-cookie cutter ads.
Every other book you've read is formulaic.
They tell you "this goes here" and "that goes there."
Not Breakthrough Advertising.
Breakthrough Advertising is about inventing totally new styles of ads.
And although this book is super complicated, it's amazing that Schwartz was even able to convey this information at all.
The book is all about writing ads in a way that keeps you one step ahead of your competitors all the time.
Your competitors are copycats.
And so will you be if you don't read Breakthrough Advertising.
That's why it's such an important book.
I've seen so many companies go out of business because their ads haven't evolved with their market.
Their ads target a market that no longer exists, a market that has changed.
Maybe once their ads hit the sweet spot inside their prospects and pulled in a small fortune.
But now their ads are dull and unbelieved by the same prospects.
How can this be?
Schwartz calls them "Echo Ads."
These are ads that remind prospects of other ads and products.
Every other copywriting book shows you how to write Echo Ads.
This book shows you how to create new species of ads, breakthrough ads.
If you approach it like this, then your copy is going to come off forced and robotic. You'll appear as trying too hard. It has to flow naturally, and for the majority of us, that means reading this book multiple times until the book becomes a part of our subconscious writing ability. The book isn't so that you can compete with everybody else and make your ad stand out in forest of competition. The goal of this book is to create your own forest, starting with one seed to plant, and then nurturing it every single day.
Most recent customer reviews
I have not run into any other book such as this or one even close to it.