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Top 5 business books ever written. And top three most useful and practical business books ever written. I reference this book every week on our team calls and with clients.
Brian Kurtz and Chris Mason are masters of Eugene Schwartz’s Breakthrough Advertising methodology IMHO.
Breakthrough Advertising is the core strategy we use inside our agence that manages over $100 million in annual ad spend. The first three chapters should be repetitiously studied if you desire success in marketing and business.
Breakthrough Advertising has completely shifted how I look at my marketing. Each chapter is solid gold and worth 10 x the cost of the book. 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 is easily responsible for several hundreds of thousands of dollars.