Breakthrough Advertising: How to Write Ads That Shatter by eugene schwartz

By eugene schwartz

Gene's e-book addresses the common challenge of all copywriting: tips on how to write a headline .

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To Project a Hidden Desire Which Cannot Be Put Bluntly Into Words Problem: To capitalize on research findings that smoking cigarettes gives men a feeling of virilitv, importance, sexual strength. Any verbal expression of these themes, however, would be instantly rejected as absurd and offensive. ) whose appearance alone 30 YOUR PROSPECT'S STATE OF AWARENESS projected more of an image of raw virility than any number of words could ever convev. Using a C o m m o n Resentment or Unvoiced Protest to Capture a Far Greater Market Than the Direct Statement of the Solution of That Resentment Would Produce Problem: To sell a do-it-yourself book on television repairs.

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 . . All the Information You Need About Your TV Set! This is exactly what a new book, the TELEVISION OWNER'S GUIDE does for you . . 32 YOUR PROSPECT'S STATE OF AWARENESS Projecting an Ultimate Triumph That the Prospect Will Identify With Problem: To sell music lessons by correspondence to a greater audience than would respond to a direct "Plav Real Tunes on the Piano in Five Davs" approach.

Would have had no place to turn for the courses of study and for the personal guidance that they need. Thirty vears ago there was founded a school to help them—a school created for their needs and circumstances— a school that goes to them no matter where they are—a school. . Created in response to a need, the International Correspondence Schools have developed their scope and usefulness to the growth of that need . . Exploiting a Hidden Fear Problem: To re-vitalize the sales of a coffee substitute, long after health headlines and pep headlines and taste headlines had failed.

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