A prospect cant fully accept and value your offer

jilhok0009@gmai

With all our new technology, its easy to get pulled away from the fundamentals of copywriting. However, when you combine the fundamentals with modern technology, you become unstoppable. Breakthrough Advertising By Eugene Schwartz Breakthrough Advertising is a favorite among copywriters. Eugene Schwartz, a directresponse copywriter who was prolific in the midth century, is a legend. Breakthrough Advertising is a dense book, and most reviews will only cite the Schwartz lessons from the first half. For example, almost every review will cite Schwartzs advice that demand for a product cannot be created—only channeled. I guess I just did it too.


That advice about customer demand is indeed sage wisdom to write down and remember Europe Cell Phone Number List forever. But its in the second half of the Breakthrough Advertising, which gets little attention, where I find the most gems. One of those gems is Schwartz writing about the topic of belief. Belief is the goal, Schwartz states. If you can channel the tremendous force of his belief—either in content or direction—behind only one claim, no matter how small, then that one fullybelieved claim will sell more goods than all the halfquestioned promises your competitors can write for all the rest of their days. unless you build the necessary beliefs.





Your coupons and bonuses will bounce right off your prospects unless they believe your product is right for them. As an example, Schwartz describes a challenge he had in selling a TV repair manual. Back in the s, TVs were complex, intimidating machines that broke down constantly, leading to expensive repair bills. The homeowner could save a ton of money doing TV repairs themselves. The problem was that nobody believed they could actually repair a TV. Schwartz persuaded prospects they could repair the TV using nothing but his words. He did it through the way he structured his sales letter, strategically targeting belief after belief.