#855

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.

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.

971 snips

How To Make Money So Fast It Feels ILLEGAL | Ep 808

Mentioned as a resource for writing copywriting for landing pages or emails.

951 snips

The Future Of Work (How To Become AI-First)

Mentioned by

Alex Hormozi

when discussing marketing strategies for reaching different customer awareness levels.

439 snips

Focus On Increasing Traffic | Ep 813

Mentioned by

Dan Koe

when discussing a copywriting framework.

108 snips

Micro Education Businesses Are The Future & How To Start With Zero Dollars

Mentioned by

Ryan Deiss

for his concept of levels of awareness in marketing.

101 snips

Revealing the 2024 Marketing Strategy of a $200M Founder

Mentioned by

Caitlin Bourgoin

as a source for a GPT used in the Painkiller product.

70 snips

How to get more buyers (10 expert tactics)

Mentioned by

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

Brendan Kane

as a top book in advertising.

30 snips

Breaking Down the Science of Virality with Brendan Kane

Described by

David Garfinkel

as the masterwork of all masterworks.

28 snips

The One Top Copywriting Skill For The Future

Mentioned by

Alex Hormozi

when discussing marketing strategies for reaching different customer awareness levels.

20 snips

Focus On Increasing Traffic | Ep 813

Mentioned by

David Garfinkel

as a book he's been reading and learning from for 30 years.

20 snips

Storytelling Converts Better Than Sales Tactics Every Time

Mentioned by

David Garfinkel

in the context of borrowed credibility and editorial presentation.

17 snips

Episode 021 - Copywriting Lessons from Journalism

Mentioned by

Nick Bradley

when discussing the stages of awareness in marketing.

15 snips

Pat Flynn: How To Achieve More By Doing Less

Mentioned by

David Garfinkel

when discussing how to create a meaningful promise to the prospect.

15 snips

Episode 019 - 8 Ways to Improve Copy Performance

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

Mentioned by

Lars Lofgren

as a classic copywriting book.

12 snips

"They Nuked My Site Overnight" - Lars Lofgren on Google's Collapse

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

Mentioned by

Alisha Conlin-Hurd

as a book that contains levels of awareness.

Building Effective Funnels: Psychology, Economics, and Technology with Alisha Conlin-Hurd

Recommended by

Sam Ovens

as the best book on marketing and advertising, focusing on timeless principles.

Four Books Every Entrepreneur Must Read

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