By Eugene M. Schwartz
The most important book ever written about persuasion... copywriting... marketing...and human behavior
WHAT ARE OTHERS SAYING?
Top 5 greatest business books ever written. And top 3 most useful and practical business books ever written. I reference this book every week on our team calls and with clients. (Great stuff Brian.)
Breakthrough Advertising is the core strategy we use inside our agency that manages over $100,000,000 in annual ad spend. It's the strategy we use to convert cold traffic, at a positive ROAS for agency clients. The first three chapters should be repetitiously studied... if you desire success in marketing and business.
Love this book and I love that you're promoting it! From a marketing standpoint, if you haven't already you NEED to read this book. It's an MBA in marketing.
It's one of only 2 books I read again and again several times per year. Its proven to be the most valuable gift I've received from you Brian Kurtz It's like an upgrade to your brain everytime you consume it.
Instant classic. Time tested and proven methods to better run your business and life. If you're interested in reaching new heights and doing it with fewer problems this is a must read book.
It describes the principles plus fundamentals to a long, lucrative and fulfilling career as a successful entrepreneur.
You will mark your copy career by before and after you read the first two chapters of Breakthrough Advertising
Breakthrough Advertising is easily the most expensive book I've ever bought. It's also the most VALUABLE. It has helped me revitalize stale products, turn around my companies, and create marketing that works.
You can read thousands of marketing and business books (which I have) or you can read and apply just one; Breakthrough Advertising! Applying the concepts learned through B.A. has helped me grow my business and it will help anyone grow theirs as long as they apply the knowledge.
Breakthrough Advertising has completely shifted how I look at my marketing. Each chapter is solid gold and worth 10x the cost of the book, but the section on the Levels of Market Awareness has got to be one of the best things i've ever applied to my business and marketing, and easily responsible for several hundreds of thousands of dollars in my business.
Is this a reprint of the original? How did you get the rights to such a rare gem, which often is sold for no less than $450??
Charles Paguin: This edition is absolutely every word as Gene originally penned it in 1966...with a new afterword from me and some selected swipes from Gene. I published two previous editions before this one too. How did I get the rights? Gene Schwartz was my friend and mentor...I worked closely with him (with Marty Edelston) at Boardroom so we were naturals to bring it back to life...and when Marty and Gene were both gone, and I left Boardroom and partnered with Gene's wife Barbara to bring it back to life (again). We have been amazed at the appetite for Gene's work--we have sold thousands to over 50 countries. And check out the other "lost Gene Schwartz classic" which was even more rare...But no more - The Brilliance Breakthrough
Thank you for the explanation Brian. Well perhaps it was worth waiting for a more affordable print after all. Thank you for bringing this mythical publication back to life. This is concentrated goodness. Cheers!
A NOTE FROM THE PUBLISHER
From The Desk Of Brian Kurtz
Gene Schwartz was my friend and mentor for more than 20 years.
I am honored to have the exclusive rights to his masterpiece Breakthrough Advertising and, along with his wife Barbara, make it available to a new generation.
This is a book that every business needs - especially if you work in marketing.
90 Day Breakthrough Guarantee
Buy with confidence! If you don’t make back every single penny you invest to own this classic in the next 90 days, we will personally help you implement the concepts found in this book and embed them into your business. Simply contact us, mention this guarantee and we’ll take it from there. This book is too powerful for you to not experience YOUR breakthrough!
ABOUT THE BOOK
Human behavior hasn’t changed since 1966.
Actually, I could plug in any year before 1966 (1066?) and say the same thing.
And while many think this classic book is only about creative, copywriting and direct marketing, it is more importantly about human behavior…how we can predict it and how we need to be immersed in what it takes to understand why people do the things they do at the deepest level.
Gene Schwartz said over and over, publicly and in private:
“The greatest mistake marketers make is trying to create demand”
And one of the most fascinating things you should know about Gene (and so many other legends we consider the greatest copywriters of all time) is that he was never about trying to create mass desire; rather, he saw his job as channeling and directing mass desire.
He makes it sound so simple.
But when a man who could write copy as well as anyone who has ever lived lets us in on his secret to success, we must pay attention.
And it’s why this book might be the most important book ever written for anyone who markets any product or service in any medium. And with your purchase, you will also receive a free subscription to my weekly blog to continue your education--and to hear more about Gene and his contemporaries, past and present. You can unsubscribe at any time.
It would have been a crime to change one word of the original manuscript that Gene penned in 1966…so you will be pleased to know I have not done that…and what you have here is the original, word-for-word version of Breakthrough Advertising, which Gene wrote in 1966.
I take the responsibility of being the shepherd of this sacred work very seriously.
Gene’s wife Barbara has entrusted me with making sure this book lives on forever…and congratulations on your decision to pick up a copy.