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.
In 'Ready, Fire, Aim,' Michael Masterson shares his expertise on building and growing businesses quickly. The book outlines a focused strategy for guiding a small business through four stages of entrepreneurial growth: Infancy ($0 to $1 million), Childhood ($1 to $10 million), Adolescence ($10 to $50 million), and Adulthood ($50 to $100 million and beyond). Masterson emphasizes the importance of selling, understanding customer needs, managing cash flow, and building a strong team. He advocates for a 'Ready, Fire, Aim' approach, which involves taking rapid action, refining strategies based on real-world feedback, and maintaining flexibility and adaptability in a fast-paced business environment.
The Geniuses Of Copywriting podcast is BACK with one of the best marketers and copywriters I know - marketing legend Todd Brown. Todd is the brains behind some of the smartest campaigns I've seen, and the creator of the E5 method for creating high-converting offers.
On this episode:
- How Todd went from a job at a health club, to creating killer campaigns for 7, 8 and 9-figure clients
- Why marketing and selling are NOT the same thing - and how to create marketing so good, it makes selling superfluous
- The origins of the E5 method, it's roots with some of the biggest legends in marketing history, and how Todd refined it into a framework that thousands of smart marketers are implementing and ejoying incredible results
Todd also takes us through the entire E5 method overview from start to finish - so if you're struggling to come up with a campaign that works, or if you want to improve your current results, THIS is the episode to listen to over and over.
Get Todd's brand new book the E5 Method for FREE at https://www.E5MethodBook.com
Full transcript available in the Facebook group here: https://www.facebook.com/groups/GeniusesOfCopywriting
Geniuses Of Copywriting 
