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Breakthrough Advertising: How to Write Ads That Shatter by eugene schwartz

By eugene schwartz

Gene's ebook addresses the common challenge of all copywriting: how you can write a headline .

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Additional info for Breakthrough Advertising: How to Write Ads That Shatter Traditions and Sales Records

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For every ounce of energy gained bv stimulation, bv whipping the nerves to action, an ounce of reserve strength is drained . . But repeated withdrawals exhaust anv reserve. Physical bankruptcy. Then the crash . . It's time to get back to normal, to close the drafts, to bank some of the fires... Avoid stimulants. What is good for the bov is good for the man . . Borrowed Energy Must Be Repaid! Two million American families avoid caffeine bv drinking Postum. And two million American families are better off for it.

Exploiting a Hidden Fear Problem: To re-vitalize the sales of a coffee substitute, long after health headlines and pep headlines and taste headlines had failed. Secondary problem: To overcome a slipping brand name, that was no longer an asset in either the headline or the logo. The solution: 28 YOUR PROSPECT'S STATE OF AWARENESS WHY MEN CRACK.. An authority of international standing recently wrote; "You have overeaten and plugged vour organs with moderate stimulants, the worst of which are not onlv alcohol and tobacco, but caffeine and sugar .

And second, to crystallize that desire, and its solution, so sharplv and so dramatically that each and every prospect will recognize it at a glance. The three steps in the process are simple. Name the desire and/or its solution in vour headline. Prove that that solution can be accomplished. And show that the mechanism of that accomplishment is contained in vour product. However, starting with a market in this still-amorphous state of awareness, and continuing with each of the more difficult challenges to come, the execution becomes more and more important than the mechanics.

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