Breakthrough Advertising: The Book That Can Turn You Into An Elite Copywriter

I recently received a comment as to what’s my favorite copywriting book and why.

So today, I’ll give you my favorite go-to book whenever I want to refresh my copywriting skills.

The book that has the most wear on it out of all of my copywriting book is most definitely Eugene Schwartz’s breakthrough copywriting.

From the first chapter all the way to the end, this book is filled with gold nuggets of information.

I’ve read many books on the art of copywriting, but I’ve yet to come across a book that covers so many important topics all in one setting.

Eugene covers things like how to increase the desire of your product. He gives you 13 ways to do it. (pgs 80-100)

He covers the two major categories that mass desires fall into and how you can channel your markets desires onto your product for higher sales and increased conversions.

You also learn about beliefs and how they are built and why it’s important for you to know how to word your ads in such a way as to establish belief in your products.

Another thing breakthrough advertising does is it gives you 38 ways to strengthen your headline. For those of you who struggle with creating attention grabbing headlines then this is a must have.

He even shows you how to tackle coming up with the concept or theme for your ad.

If you ever sat down and tried to write an ad for any kind of product or service then you know that coming up with the concept for your ad is not a given.

But Eugene gives you two things to do to come up with an advertising concept.

I could go on, but you’d be better of having this book in your copywriting collection.

When I purchased my copy of this book I paid $90 for it and I think that was a steal. I think you can still get it from boardroom reports.

Amazon has it, but I the prices fluctuate so if you don’t have the cash now then you could put it on your wish list.

This book isn’t my only book that I refer back to, but it’s gotten the most use from me.

In another post I’ll tell you about another book I often refer to when I look for copywriting tips.

How A Sweet Grammar School Teacher Almost Ruined My Copywriting Career

When I was a kid coming up in grammar school I remember one of my teachers telling me about the use of big fancy words.

She said that if I grabbed a dictionary and everyday chose one word out of that dictionary to learn and use – that I would expand my vocabulary and become smarter as well.

Seemed like a logical reason to learn a new word.

So I grabbed a dictionary along with a pen and paper and began to do just that.

Everyday, a new word and it’s definition.

Fast forward to later in my life when decided to become a copywriter.

Now all of the fancy words that I learned became a handicap.

See the way you write good copy is you write it in simple and easy to understand language.

When I first started writing copy I found that most if my editing was simply shortening some of the words I was using. Those words were part of my natural language – but not my markets language.

Now for your tip.

When you write your copy, always lean toward using shorter words to get your point across.

Big words might make look smarter, but they communicate less when you’re point is to sell something.

How To Make Your Copywtiting Less Of Struggle To Get Done

Either Write To Somebody Or Don’t Write To Nobody At All

One of the mistakes I see copywriters make is that when they write their ads they tend to write them to everybody.

The more people you can reach the better the chances of you getting the sale is sometimes the logic used.

Learn this.

Just because you can write an ad to reach everybody doesn’t mean that you should.

I learned a long time ago that it’s much better to write your ad to somebody.

Write your ad to a specific person. Use words that the person would be familiar with.

Write your ad as if you were having a conversation with that person and what you discussed will be simply put into writing.

I hate ads that sound like corporate speak.

So don’t make yours sound like it was writen by some one who only wears suits and ties for a living.

Dead mans copywriting tactics boost my copy’

So you’ve tuned back in.

Good, that means that you’re interested in learning how to create a burning desire for your products.

As I mentioned in my previous post, this book was the best book I’ve read so far that gives you actual tactics to use for building desire.

There’s actually 13 of these little suckers.

Any one of them can make your copy stand out in the mind of your customer.

Ok, enough of the talk…here’s the name of the book.

Breakthrough Advertising by Eugene Schwartz.

Have I mentioned this book before?

Yes.

But I’ve never mentioned this section in the book.

It starts on page 80 and ends on page 101.

That’s 21 pages of one of a kind tactics for using desire as your tool.

Copywriters who can’t build this usually get eaten up by the copywriters who can

Desire.

This one little word will serve you well. That is, once you know how to use it to sell your products or services.

The big question though is how do you build desire in the mind of your prospect?

By using benefits you say.

You’re right – that is one way to do it.

But I like to use something a little different.

I like to focus on being able to describe my product or services benefits in such a way that my prospects place themselves into my mini movie.

I place more focus on the description as opposed to the benefit itself.

Details.

Action.

Visuals.

Feelings.

Understand this.

Benefits by themselves are useless. You have to be able to describe your product or services benefits in a way that fits in with the train of thought for your market. Your description fits into the thoughts that they are already entertaining.

I’ve searched for copywriting books that would show you how to build desire for your product or service.

And there is only one book that I know of that handles this subject in a very useful manner.

To my surprise when I first bought this book, I knew that it was about copywriting. I knew that I could learn a few secrets from a master copywriter.

But I never thought that in my personal library of books (currently I have over 450 books on my shelfs) that no other book would ever cover the the topic in such a way as this one book did.

It’s a shame really because if you don’t know how to ramp up the desire for your product then you might as well forget about making any big money.

Ok, so what’s the name of this book?

You’ll have to tune in to my next post to find out.

Missing Copywriting Found Alive…

A phoropter in use.
Image via Wikipedia

“Where have ya been Keir

Everywhere.

Yeah, it’s been a while since my last post.

I’ve been re-tooling the old brain.

A little oil here, a new filter there…

I’ve loaded up on the new knowledge, and I’m making a comeback.

I’ll have lot’s of updates for you guys coming up.

So keep an eye out for the new posts.

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