Breakthrough Badvertising - Peugene Schwarts
By Peugene Schwarts
Length6h 39m
About this audiobook
Breakthrough Badvertising is a practical guide to understanding what makes advertising persuasive and how to write copy that moves people to action.
Peugene Schwarts's central idea is that effective advertising begins not with clever writing, but with understanding the prospect: what they already know, what they believe, what they desire, and how aware they are of the product and the problem it solves. From there, the copywriter must determine what can be said to capture attention, build desire, overcome skepticism, and ultimately motivate a purchase.
Overall, the book is a detailed study of how people think, what they want, and how advertising can channel those existing motivations into a compelling message.
Audiobook details
GenreSelf-Help
Length6 hrs 39 mins
Narrated byListen with 1,000+ voices
FormateBook with Audio
Publish dateJan 1, 1966
LanguageEnglish
Table of contents
1BREAKTHROUGH ADVERTISING Eugene M. Schwartz
2Sincerity or Any Other Emotion You Wish
3WORK
4IT WHEN YOU WRITE YOUR HEADLINE
5YOUR PROSPECT'S STATE OF AWARENESS
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6Clairol."
7"Corns?"
8"Look, Mom! No cavities!"
9THE UNIVERSITY OF THE NIGHT
10YOUR PROSPECT S STATE OF AWARENESS
11YOUR PROS
12THE SOPHISTICATION OF YOUR MARKET
13'LOSE UP TO 47 POUNDS IN 4 WEEKSOR RECEIVE $40
14ft ft ft
15THE SOI'HI
16Second Stage:
17Fourth Stage:
18BASIC IDEA
19"STARTING NEXT TUESDAY, THE ATLANTIC OCEAN BECOMES ONLY ONE-FIFTH AS
20"DON'T INVEST ONE CENT OF YOUR HARDEARNED MONEY UNTIL YOU CHECK THIS
21"WHEN JENS FINISHED DESIGNING THIS CANDLEHOLDER WE HAD TO INVENT A
22"I'D WALK A MILE FOR A CUP OF BLANK COFFEE!"59
23WANT, BELIEVE
24INSIDE YOUR PROSPECTS MIND
25INTENSIFICATION
26INTENSIFIC
27FEELING OF GARDEN ACCOMPLISHMENT AND PRIDE THAT YOU NEVER DREAMED OF
28"Gardol—the Invisible Shield that Protects Your Teeth."
29IDENTIFICATION
30IDENTIFICATION
31GRADUALEATION
32GRADUALIZATION
33TECHNIQUE OF BREAKTHROUGH COPY: CRADLE
34ASK YOURSELF THESE NINE QUESTIONS
35GRADUALIZATION
36THE FOURTH TECHNIQUE OF BREAKTHROUGH COPY: REDEFINITION
37REDEFINITION
38MECHANIZATION
39MECHANICS AND ENGINEERS READ THIS CAREFULLY
40CONCENTRATION
41SEVENTH TECHNIQUE OF BREAKTHROUGH COPY: CAMOUFLAGE
42CAMOUFLAGE 1 9
43THK FINAL TOUCHES
440 6 THE FINAL TOUCHED
45"For example—"
46"Caught! 120 Fish in One Hour!"
47EPILOGUE A COPY WRITER'S LIBRARY
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