Why Eugene Schwartz was a better copywriter than you | Breakthrough Advertising | Rodale Speech
Breakthrough Marketing Secrets
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The Power of Copywriting
Schwartz's system for winning at copywriting was this process of hard work, hard work to actually find whatever those things were that jumped off the page at him. He would edit the copy into final form and decide things like, okay, here's the most compelling promise we can put on the envelope. And so he said he would know the book better than the editor knew it themselves. The power of the ad for a book or product, any publication or any instrument is always in the product itself. It's not in the copywriter. They simply finds and expresses it.
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