#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.

Mentioned by

Mentioned in 26 episodes

Mentioned by
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Alex Hormozi
while explaining the five levels of awareness in marketing, a concept pioneered by Eugene Schwartz.
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
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Alex Hormozi
when discussing marketing strategies for reaching different customer awareness levels.
439 snips
Focus On Increasing Traffic | Ep 813
Mentioned by
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Dan Koe
when discussing a copywriting framework.
108 snips
Micro Education Businesses Are The Future & How To Start With Zero Dollars
Mentioned by
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Ryan Deiss
for his concept of levels of awareness in marketing.
101 snips
Revealing the 2024 Marketing Strategy of a $200M Founder
Mentioned by
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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
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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
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Brendan Kane
as a top book in advertising.
30 snips
Breaking Down the Science of Virality with Brendan Kane
Described by
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David Garfinkel
as the masterwork of all masterworks.
28 snips
The One Top Copywriting Skill For The Future
Mentioned by
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Alex Hormozi
when discussing marketing strategies for reaching different customer awareness levels.
20 snips
Focus On Increasing Traffic | Ep 813
Mentioned by
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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
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David Garfinkel
in the context of borrowed credibility and editorial presentation.
17 snips
Episode 021 - Copywriting Lessons from Journalism
Mentioned by
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Nick Bradley
when discussing the stages of awareness in marketing.
15 snips
Pat Flynn: How To Achieve More By Doing Less
Mentioned by
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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
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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
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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
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Alisha Conlin-Hurd
as a book that contains levels of awareness.
Building Effective Funnels: Psychology, Economics, and Technology with Alisha Conlin-Hurd
Recommended by
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Sam Ovens
as the best book on marketing and advertising, focusing on timeless principles.
Four Books Every Entrepreneur Must Read

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