

#800
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 

while explaining the five levels of awareness in marketing, a concept pioneered by Eugene Schwartz.


Alex Hormozi

961 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 

when discussing marketing strategies for reaching different customer awareness levels.


Alex Hormozi

439 snips
Focus On Increasing Traffic | Ep 813
Mentioned by 

when discussing a copywriting framework.


Dan Koe

108 snips
Micro Education Businesses Are The Future & How To Start With Zero Dollars
Mentioned by ![undefined]()

for his concept of levels of awareness in marketing.

Ryan Deiss

101 snips
Revealing the 2024 Marketing Strategy of a $200M Founder
Mentioned by ![undefined]()

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

Caitlin Bourgoin

70 snips
How to get more buyers (10 expert tactics)
Mentioned by 

while explaining the five levels of awareness in marketing, a concept pioneered by Eugene Schwartz.


Alex Hormozi

39 snips
How To Make Money So Fast It Feels ILLEGAL | Ep 808
Mentioned by 

as a top book in advertising.


Brendan Kane

30 snips
Breaking Down the Science of Virality with Brendan Kane
Described by ![undefined]()

as the masterwork of all masterworks.

David Garfinkel

28 snips
The One Top Copywriting Skill For The Future
Mentioned by 

when discussing marketing strategies for reaching different customer awareness levels.


Alex Hormozi

20 snips
Focus On Increasing Traffic | Ep 813
Mentioned by ![undefined]()

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

David Garfinkel

20 snips
Storytelling Converts Better Than Sales Tactics Every Time
Mentioned by ![undefined]()

in the context of borrowed credibility and editorial presentation.

David Garfinkel

17 snips
Episode 021 - Copywriting Lessons from Journalism
Mentioned by ![undefined]()

when discussing the stages of awareness in marketing.

Nick Bradley

15 snips
Pat Flynn: How To Achieve More By Doing Less
Mentioned by ![undefined]()

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

David Garfinkel

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 ![undefined]()

as a classic copywriting book.

Lars Lofgren

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 ![undefined]()

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.

Nick Bradley

A Mentoring Session with Jason Horsman, Co-Founder of Matter
Mentioned by 

as a book that contains levels of awareness.


Alisha Conlin-Hurd

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

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


Sam Ovens

Four Books Every Entrepreneur Must Read