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Book Freak #228: Breakthrough Copywriter

A practical field guide to the copywriting genius of Eugene Schwartz

Get Breakthrough Copywriter

Breakthrough Copywriter distills Eugene M. Schwartz’s legendary advertising principles into an accessible field guide that shows you how to tap existing desires, match your message to market awareness, and create ads that work.

Core Principles

Channel Mass Desire, Don’t Create It

The copywriter’s job is to aim people’s hopes, dreams, fears, and desires at a specific product.

“The desire must already be there. It must already exist. You cannot create it, and you cannot fight it. But you can direct it, channel it, and focus it onto your particular product.”

Match Your Message to the Awareness

Schwartz identified five levels of awareness, from completely unaware to most aware.

“If your prospect is aware of your product and has realized it can satisfy his desire, your headline starts with the product.…