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Breakthrough Advertising: How to Write Ads That Shatter by eugene schwartz

By eugene schwartz

Gene's booklet addresses the common challenge of all copywriting: the way to write a headline .

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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.

His health was his undoing. His constitution absorbed punishment. Otherwise he might have been warned in time. " You learned the law in physics. It applies to bodies. For every ounce of energy gained bv stimulation, bv whipping the nerves to action, an ounce of reserve strength is drained . . But repeated withdrawals exhaust anv reserve. Physical bankruptcy. Then the crash . . It's time to get back to normal, to close the drafts, to bank some of the fires... Avoid stimulants. What is good for the bov is good for the man .

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 .

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