#1078
Mentioned in 26 episodes
Breakthrough advertising
Book • 1966
Published in 1966, 'Breakthrough Advertising' by Eugene M. Schwartz is a seminal work in the field of advertising copywriting.
The book emphasizes the importance of understanding the psychology of consumer behavior and the five levels of market awareness: unaware, problem-aware, solution-aware, product-aware, and most-aware.
Schwartz discusses key concepts such as the mechanism of desire, intensifiers, and the structure of advertising copy to maximize impact.
He also stresses the need to identify and channel existing mass desires onto a product or service, rather than trying to create new desires.
The book provides practical advice on crafting headlines, testing and optimizing ads, and aligning product benefits with customer desires.
The book emphasizes the importance of understanding the psychology of consumer behavior and the five levels of market awareness: unaware, problem-aware, solution-aware, product-aware, and most-aware.
Schwartz discusses key concepts such as the mechanism of desire, intensifiers, and the structure of advertising copy to maximize impact.
He also stresses the need to identify and channel existing mass desires onto a product or service, rather than trying to create new desires.
The book provides practical advice on crafting headlines, testing and optimizing ads, and aligning product benefits with customer desires.
Mentioned by
Mentioned in 26 episodes
Mentioned by 
Alex Hormozi while explaining the five levels of awareness in marketing, a concept pioneered by Eugene Schwartz.
Alex Hormozi while explaining the five levels of awareness in marketing, a concept pioneered by Eugene Schwartz.
956 snips
How To Make Money So Fast It Feels ILLEGAL | Ep 808
Mentioned as a resource for writing copywriting for landing pages or emails.
921 snips
The Future Of Work (How To Become AI-First)
Mentioned by Alex Hormozi when discussing marketing strategies for reaching different customer awareness levels.
Alex Hormozi when discussing marketing strategies for reaching different customer awareness levels.
439 snips
Focus On Increasing Traffic | Ep 813
Mentioned by Alex Hormozi while explaining the five levels of awareness in marketing, a concept pioneered by Eugene Schwartz.
Alex Hormozi while explaining the five levels of awareness in marketing, a concept pioneered by Eugene Schwartz.39 snips
How To Make Money So Fast It Feels ILLEGAL | Ep 808
Mentioned by Alex Hormozi when discussing marketing strategies for reaching different customer awareness levels.
Alex Hormozi when discussing marketing strategies for reaching different customer awareness levels.20 snips
Focus On Increasing Traffic | Ep 813
Mentioned when referring to Eugene Schwartz and his book, as well as the term 'performances' that he defines in it.
12 snips
Episode 045 - Increasing Perceived Value
Referenced when discussing the awareness scale related to direct and indirect leads.
11 snips
Episode 047 - Direct vs. Indirect Leads
Mentioned by Nick Bradley as a highly expensive and out-of-print book that discusses the importance of the stages of decision-making based on segmentation and unique positioning.
A Mentoring Session with Jason Horsman, Co-Founder of Matter
Recommended by 
Sam Ovens as the best book on marketing and advertising, focusing on timeless principles.
Sam Ovens as the best book on marketing and advertising, focusing on timeless principles.
Four Books Every Entrepreneur Must Read
