By eugene schwartz
Gene's booklet addresses the common challenge of all copywriting: the way to write a headline .
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Extra info for Breakthrough Advertising: How to Write Ads That Shatter Traditions and Sales Records
Projecting the Result of a Problem in Such a Way That It Will Be Identified With by People Who Would Reject a Direct Statement of the Problem Itself Problem: To increase the sales of a mouthwash, not only on a germ theme (which could be immediately accepted), but on the more universal social-offense theme, which would be rejected in its direct form. " The solution: OFTEN A BRIDESMAID BUT NEVER A BRIDE Edna's case was really a pathetic one. Like every woman, her primary ambition was to marry. Most of the girls in her set were married—or about to be.
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He never plaved a note in his life. But you just watch him. " . . Then I Started to Play. Instantly a tense silence fell on the guests. The laughter died on their lips as if by magic . . I heard gasps of amazement. My friends sat breathless—spellbound. I played on and on and as I plaved I forgot the people around me. I forgot the hour, the place, the breathless listeners. The little world I lived in seemed to fade—seemed to grow dim—unreal. Only the music was real . . It seemed as if the master musician himself were speaking to me .