Breakthrough Advertising

About the Author

Eugene M. Schwartz, a legendary copywriter and marketing expert, made an indelible mark on the advertising world with his revolutionary techniques and insights. Born in 1927, Schwartz began his career in the 1950s and quickly became one of the most influential figures in the field. His profound understanding of human psychology and his ability to craft compelling messages have inspired countless marketers and copywriters. Schwartz's work, characterized by a deep analysis of consumer behavior and meticulous attention to detail, continues to be a cornerstone in the field of advertising. His book, Breakthrough Advertising, remains a seminal text, guiding marketers on how to create persuasive advertisements that not only capture attention but also drive consumer action.

Main Idea

In Breakthrough Advertising, Eugene M. Schwartz presents a timeless guide to creating effective advertisements. The book's main idea revolves around understanding customer needs, leveraging market research, and crafting persuasive messages that resonate with the target audience. Schwartz emphasizes the importance of the headline and the copy, arguing that these two elements are crucial for capturing attention and driving engagement. Through a structured approach, Schwartz provides strategies for writing captivating headlines and persuasive copy that align with customer desires and awareness levels.

Table of Contents

1. Write a Captivating Headline
   • Headlines Serve Three Purposes
   • Research Area #1: What Customers Want
   • Research Area #2: Customer Awareness of Your Product
   • Research Area #3: Customer Awareness of Your Competitors’ Products
2. Write Persuasive Copy
   • Copy Strategy #1: Evoke Customers’ Aspirations
   • Copy Strategy #2: Explain Exactly How Your Product Fulfills Their Need
   • Copy Strategy #3: Use Endorsements to Prove Your Product’s Effectiveness
   • Copy Strategy #4: Emphasize Your Product’s Superiority

Write a Captivating Headline

Creating a captivating headline is the cornerstone of effective advertising. According to Schwartz, a headline must capture attention, resonate with the customer's needs, and establish the premise that the copy will expand upon. This is achieved by understanding three key areas: what customers want, their awareness of your product, and their awareness of competitors' products.

Headlines Serve Three Purposes

Schwartz identifies three primary purposes of a headline:

• Capture Attention: A headline must make a dramatic statement or inspire curiosity. For example, "If you don't read this, you'll lose $1,000 this year," captures attention by invoking a sense of urgency.
• Resonate with Customers: It must promise to fulfill a specific need. A headline like "Fill your gas tank for half the price," speaks directly to budget-conscious drivers.
• Establish the Premise: It sets the stage for the copy. Following the example of the gas price headline, the copy will elaborate on how to achieve this saving.

"The headline is the first and most important component of the advertisement that you should work on." - Eugene M. Schwartz

Schwartz argues that the key to creating a headline that captures attention, resonates with customers, and establishes the premise that your copy will expand upon lies in researching three things about your customers:

• What they want
• How aware they are of your product
• How aware they are of competitive products

Research Area #1: What Customers Want

Understanding what customers want is crucial for creating compelling headlines. Schwartz argues that you must frame your product as the solution to an existing need rather than trying to create a new desire. This involves a two-step process: