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

By eugene schwartz

ISBN-10: 0932648541

ISBN-13: 9780932648549

Gene's e-book addresses the common challenge of all copywriting: the right way to write a headline .

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Extra resources for Breakthrough Advertising: How to Write Ads That Shatter Traditions and Sales Records

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Then I Started to Play. Instantly a tense silence fell on the guests. The laughter died on their lips as if by magic . . I heard gasps of amazement. My friends sat breathless—spellbound. I played on and on and as I plaved I forgot the people around me. I forgot the hour, the place, the breathless listeners. The little world I lived in seemed to fade—seemed to grow dim—unreal. Only the music was real . . It seemed as if the master musician himself were speaking to me . . not in words but in chords.

The desire they satisfy dries up, or other products serve it better, or they are branded "old-fashioned " Again, we are dealing with a matter of statistics. When a product begins to slip . . when volume falls off, even though advertising budgets are increased . . when the name of the product no longer sells as much . . when a direct statement of the product s function no longer sells as much . . when a direct statement of the desire or the need that the product fulfills no longer sells as much-then that product needs to be reborn, and its problem is the problem of opening up an unatvare market Again, this is the most difficult, the most challenging probem of a 1.

I have never even seen my teacher," I replied. " "Quit vour kidding," laughed Arthur, himself an accomplished pianist. "You've been studying for years. " "I have been studying only a short while," I insisted. S. " T 'ISKPQ A few of my friends nodded. "That's a correspondence school, isn't it'3" thev exclaimed. "Exactly," I replied. " . . 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.

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