Breakthrough Advertising by Eugene M. Schwartz, Martin Edelston

By Eugene M. Schwartz, Martin Edelston

This isn't a e-book only for copywriters and different ads specialists yet a ebook for each enterprise proprietor, advertising and marketing professional or an individual who must bring up sales.

The the reason for this is that is since it offers with the best way to channel the forces on the market which regulate sales.

Put easily, Gene's publication addresses the common challenge of all copywriting: the best way to write a headline — and an advert that follows it — that may open up a complete new industry.

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Projecting the Result of a Problem in Such a Way That It Will Be Identified With by People Who Would Reject a Direct Statement of the Problem Itself Problem: To increase the sales of a mouthwash, not only on a germ theme (which could be immediately accepted), but on the more universal social-offense theme, which would be rejected in its direct form. " The solution: OFTEN A BRIDESMAID BUT NEVER A BRIDE Edna's case was really a pathetic one. Like every woman, her primary ambition was to marry.

Lose as many pounds as you like without diets, without exercise, without giving up the kinds of food vou love to eat! In both these ads—and all others like them—the promise itself is subordinated to the mechanism which accomplishes that promise. This mechanism is featured in the headline. When ads such as these are successful, you are dealing with a market that is in its Third Stage of Sophistication. The Fourth Stage But you are still in a competitive market, and such ads give only a temporary advantage.

You pay a repairman—not for his work—but for his knowledge. If you had that knowledge yourself—then you would not have to pav him at all . ' Now suppose that you had a TV expert at your elbow 24 hours a day. Suppose that every time your set began to flicker, or jump . . this expert would show you exactly what knob on the outside of vour set vou could turn . . Suppose that every time you were annoyed bv ghosts . . this expert would show you a simple nonmechanical trick . . Yes, and suppose that even when your set went black, this expert could show you .

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