If you want to become a master copywriter then you should stop reading this right now and find out how to get a copy of the classic book, Breakthrough Advertising by Eugene Schwartz. Then read, study and obey it.
Seriously, if you want to look it up in your local library’s website or purchase a copy on Amazon or eBay I’ll wait while you go do that. (You might want to start with the library because even the second editions still sell for around $300 used on Amazon.)
Let me tell you a little about this legendary copywriter.
Eugene Schwartz was one of the highest-paid copywriters of the 1950s and 60s. In fact Rodale Press once paid him a commission of $54,000 for four hours work. And the book I just mentioned, Breakthrough Advertising, has a reputation of being the most stolen book from public libraries (I have to admit I was tempted. But I returned it lest I receive “The Curse of the Schwartz” and never write a winning ad as long as I live).
He also lectured and taught extensively, built one of the most famous collections of modern American art in the world, and was a respected Biblical scholar. (more…)