Breakthrough advertising
by Eugene M. Schwartz, Eugene Schwartz, Eugène Schwartz · first published 1966
80% recommend20% neutral
Great book on how to become a skilled copywriter.
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…Closing the Sale 3. Brian Tracy's The Psychology of Selling Copywriting: The 3 Best Books (All out of print): 1. Tested Advertising Methods by John Caples 2. Scientific Advertising by Claude Hopkins 3. Breakthrough Advertising by Eugene Schwartz If I could add a fourth it would be: 4. The Ultimate Sales Letter by Dan Kennedy If you want to get even deeper, here is a longer list: https://capitalandgrowth.org/questions/627/what-are-some-goo...
on “Ask HN: Best way to learn copywriting and sales?” ↗…News/Reddit and see what's going on. I hit the top of HN twice in a row doing this. -- General notes: 1. Understand your customer's problems. Lead with benefits then explain with features. Read books like "Breakthrough Advertising" by Eugene Schwartz or "Reality in Advertising by Rosser Reeves. 2. Talk to people who make it work. The more people you can talk to, the better. 3. Focus on testing messages. Find what resonates and…
on “How to advertise to developers: deep dive into paid developer marketing” ↗Breakthrough Advertising - Eugene Shwartz Advertising Secrets of the Written Word - Claude Hopkins Anything by Seth Godin
on “Ask HN: Are there any good Internet marketing books?” ↗“Breakthrough Advertising” by Eugene Schwartz. The relevance for any marketer is incredible. Much of what I read from “gurus” is essentially just rewording this book.
on “Ask HN: Which books do you consider real gems in your field of work/study?” ↗…color palette. This feels the opposite of corporate and tech. If you want to compete with those two, with a search engine, find another wave to ride. Another big story that people feel strongly about. Breakthrough Advertising is one of the best ad books ever written, it explains really well how society creates these waves of feeling, the conversation of the day, the worries of the day, the hopes of the day. And how to direct…
on “Which website can I reverse engineer for you?” ↗I was hoping the link would be for Breakthrough Advertising by Eugene Schwartz, which is actually on Gary Halbert's (the author of the linked book) list of essential reads. The more advertising/copywriting books I read, the more I discover how much out there is…
on “Ask HN: What are your best tips or resources when it comes to marketing?” ↗