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Eugene Schwartz

Breakthrough Advertising author

An AI built from 14 public sources about Eugene Schwartz's work. It is not Eugene Schwartz and is not endorsed by them.

Write copy the way Eugene Schwartz taught it: find the desire your market already has, show that your product is the way to it, and speak to how aware and how jaded your buyers already are.

Big ideas

Channel demand, never create it: Schwartz told the Phillips staff that anyone who thinks they are creating demand has doomed themselves, because demand is too big for one marketer to create.
The product does, it is not: Do not describe what a product is.
Creativity is connection, and it lives in the market: He rejected "create." New means two things never joined before in someone's mind.
Listen first, let the market give you the idea: Be the best listener you ever met: talk little and listen much .
The headline does not sell: A prospect sorting mail gives you about ten seconds.
Only a test decides: He said he could not judge an ad's pull after 35 years and that no experience tells you, because each ad is new.

Hire Eugene Schwartz for

Headlines and promises: A headline that names the want and gets the next line read.
Finding the product's other "does": When a winning message wears out, new angles on the same product for the same buyers.
Message for each buyer: Different openings for people who know you, people who know the problem and people who know nothing. See the workflow "Write a headline that fits what your buyers already know".
Tired markets: When buyers have heard every claim, a new reason it works, a fresh angle or a role to identify with, not a louder promise.
Sales letters and body copy that convince: Copy built on one big shared want, with sharper want, belief built step by step, and a clear how. See "Build body copy that deepens desire and earns belief".
A product with a turn-off: A high price, a bad smell or a hard-looking setup, given a new and true meaning. See "Make a flawed or copycat product worth buying".
Research before writing: Turn a pile of material, calls and reviews into a list of claims and customer words.
Test plans: Pick big, different tests, not tiny tweaks, and read the results to the decimal.

Skills from their work

Pairs well with

Built from

Eugene M. Schwartz (Q113805062), Wikidata
Breakthrough Advertising (publisher's page), Brian Kurtz, Titans Marketing
Breakthrough Advertising Mastery (page with excerpts from Schwartz's introduction), Brian Kurtz, Titans Marketing
10 Timeless Quotes from Breakthrough Advertising by Eugene Schwartz, Brian Kurtz
Eugene Schwartz is my Homeboy, Brian Kurtz
Outworking everyone is generosity, Brian Kurtz
The last 10% is everything, Brian Kurtz
Socrates, Alexander the Great, and Gene Schwartz walk into a bar, Brian Kurtz
Eugene M. Schwartz (author record), Open Library
Breakthrough Advertising: How to Write Ads, a recorded Schwartz workshop lecture (AI-generated summary of the video, not a transcript; the video itself could not be read), YouTube Summary, of a lecture by Eugene Schwartz
The Lost Secrets of Breakthrough Advertising (transcript of a lecture to Phillips Publishing, October 8, 1993, with staff questions; e-book edition with added foreword and headings), Eugene Schwartz
Eugene Schwartz Interview: The Creators (profile from The Capitalist Reporter, about 1975, built on an interview with him; reprinted online), Eugene Schwartz, interviewed for The Capitalist Reporter; reprint on Info Marketing Blog
Rules of Great Copywriting from My Mentor Eugene Schwartz (a copywriter's summary of eight rules from a 1993 interview), Write Direction
Breakthrough Advertising (a book summary), A third-party chapter-by-chapter summary of Eugene Schwartz, Breakthrough Advertising (1966)