“Let’s get to the heart of the matter. The power, the force, the overwhelming urge to own that makes advertising work, comes from the market itself, and not from the copy. A copy cannot create a desire for a product. It can only take the hopes, dreams, fears, and desires that already exist in the hearts of millions of people, and focus those already existing desires onto a particular product. This is the copy writer’s task: not to create this mass desire – but to channel and direct it.”
Actually, it would be impossible for anyone advertiser to spend enough money to actually create this mass desire. He can only exploit it. And he dies when he tried to run against it.”
Eugene Schwartz made millions of dollars by getting people to take action! His ability to break through psychological barriers and get regular people to open their wallets and buy is legendary. He did this through a direct response or direct marketing.
Let,s understand Direct marketing?
Direct marketing is a form of advertising where organizations communicate directly to customers through a variety of media including cell phone text messaging, email, websites, online adverts, database marketing, fliers, catalog distribution, promotional letters, targeted television, newspapers, magazine advertisements, and outdoor advertising. Among practitioners, it is also known as direct response marketing.
Sam Ovens of Consulting.com has referred to “Breakthrough Advertising” by Eugene Schwartz as the best book he has ever read on the topic of marketing and advertising in his life!
Now you can get the entire 236-page book (NOT a summary) as an IMMEDIATE.PDF DOWNLOAD (meaning you can have it in seconds!) at the link below: