Michael,

This Eugene Schwartz's speech is an incredible font of copywriting know-how. I
can't remember the last time I read anything that was so densely packed with
such powerful content! There is more useful, real-world, copywriting
knowledge in this speech than most books on the subject. Schwartz's simple,
straightforward explanation of how to create successful ads is one of the
best and most precise I've ever read. I've spent good money for material
that isn't half as useful as this speech!

Thanks,
John Newtson

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Michael

1. I like his plan and proven formula for success with his 33.33 minute Egg TIMER.

2. He "TIMES" (schedules) his Work or Activity, based on Proven (to him) Results.

3.Schwartz KNOWS about People, and their Reading Habits. He Writes to a basic (low) level of understanding.

4. On skill he suggests using is "Listening".. It is a great TOOL... (one that should be Mastered by all)

5. He says the Headline is used to ONLY get them to go to the next Portion or other LINES...(of Copy or Sub-Headlines)

6. He has studied other ad's, when he reads he LOOKS for FACTS in the letters , Then the flow of the COPY. (not just letting the Headline SELL, which it Cannot Do).

7. The Conscious Mind.. Pea Brain in Size.. Very Limited Attention Span.. (page 11) It CANNOT Create.. It can ONLY Follow one THOUGHT at a TIME.... (But The SUB-Conscious MIND (portion) .. WOW! That is where the "Genius" LIVES- in each of us..)

8. He says FORGET being CREATIVE.. Think of CONNECTIVITY instead! Joining Two IDEAS or Benefits/Features Together. Connecting TWO Ideas into ONE Good one! That's GENIUS.. But HOW? By using the RESULT OF "FOCUS" being Un-Consciously creative, letting the Sub-Conscious MIND.. deliver the IMPACT. (The MEAT of the AD/Letter)

9. For one HOUR a Day, he would read all the Garbage stuff he could find... UNRELATED DATA. WHY? To SEE where People are Today, Where they Live according to words, what they READ determines what they BUY. What Should be Offered. (Low culture STUFF.) Hmm. Yes.

10.He automatically Assumes (In his ADS and with his Copy) that ALL People are "GREAT". They all SEEK to READ what he has to OFFER them, in their own Receptive and Habitual Ways.

11.Yes, he Appeals to their PEA TYPE Brain. Their "Chimpanzee type brain". Their ten year old Mindset (Mentality) Yes, we all have that, but rarely will ADMIT IT. (grin)

12. He goes on to say that "THE MARKET" for whatever we decide to OFFER... IS out there.. People OWN What THEY WANT, BELIEVE What THEY Want to BELIEVE, and will Spend Money for What Pleases THEM, IF they THINK it's a Great DEAL. (I agree).

13.I learned how each SALE must be positioned to "SET UP ANOTHER". Like Each DATE, is motivated by and sets up another possibly Better One. (hmm.) Each Sale (Purchase) "Replacing Itself", whether it is a Product or Service Sale.

14. The "Tele-Vision Infomercial Market" truly being AWESOME and Profitable, and WHY? Because the Product and services are "BEING DEMONSTRATED"... 80 % is SOLD thru the EYES... "SHOW AND TELL=SELL" . Appealing to ALL FIVE Senses (being massaged by the MESSAGES), Besides Seeing AND HEARING, the smell, Taste, and touch senses, are ACTIVATED by each persons IMAGINATION... Then comes the MOTIVATION TO WANT IT. (And EASY To OWN IT- NOW)

There you have it... my three hour testimonial as to the Discovery of Eugene Schwartz, one of the few Copy Writers who brings Fresh INSIGHT into the Craft of Copy Writing For Today.


Cary B..

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Dear Michael,

This Eugene Schwartz manuscript has assumed legendary status
over the years. The only way that I’ve known to get a hold of one
is on a “know-someone-who’s-got-one” basis.

You have accomplished a real coup! It is terrific to see it on your site
where it is instantly accessible to so many interested people.

I actually have a copy of the original “Burn Diseases out of Your Body”
direct mail piece. Let me know if you would like a copy, I can send you an
Acrobat file of it.

Having the "Burn Diseases" piece to study really helps flesh the seminar out
to see the piece that Schwartz refers to throughout his presentation.

Please let me know how I can obtain one of the copies of "Breakthrough
Advertising".

Looking forward to hearing from you.


Best regards,

Richard Swezey


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Hi Michael

Thanks so much for the Eugene Schwarz's presentation transcript.

Wow! There's simply so much gem in it. It's really
thought-provoking, mind-boggling, jaw-dropping, eye-popping and
adrenalin-pumping. I learned so much about the inside secrets of killer
copywriting in the transcript that I've reread the article five times in a
row.

Each time I read it , I picked up so many more wealth creating and
business building ideas. I wish I had read it five years ago.

One great lesson that I learned consistently through the transcript is
that ---- Don't reinvent the wheel. Just adapt and adopt what has been
proven and tested to work. It's almost a foregone conclusion that I'll also
get the same phenomenal result. Just this idea alone is worth million of
dollars to me.

Thanks once again , Michael for your unselfish sharing.
Wish you abundance.

Warm Regards

F.H.Yow (Malaysia)

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7 headlines I made up after reading this transcript


"How The Palm Of A Gifted Doctors Hand, Takes People Lying Flat On Their Backs And Returns Them To Walking....Fast!"

"How The Palm Of A Gifted Doctors Hand, Takes People Who Are Flat On Their Backs And Has Them Walking Again, Without Using Drugs, Needles, or Surgery"

"How A 108 Year Old Natural Pain Relieving Secret Helps Both Men And Women"

"108 Year Old Natural Pain Relieving Treatment Helps Both Men And Women"

"108 Year Old Natural Pain Relieving Treatment Helps Both Men And Women Get Fast Permanent Pain Relief Without Drugs, Needles Or Surgery."

"Attention: 108 Year Old Natural Pain Relieving Treatment Helps Both Men And Women Get Fast Permanent Pain Relief Without Drugs, Needles Or Surgery."

"How Modern Chiropractic Helps Everyday Pain Fast, Without Drugs, Needles, Or Surgery(s)"

I've started reading it a second time...who knows what could happen next?
Thanks
Steve

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Hi Michael:

You really did it this time! I've been looking in vain for this book "Breakthrough Advertising" by Eugene Schwartz for years now. I received your email yesterday and low and behold you have an answer to my dilemma.

I have read the transcript through and found a lot of this fresh material to me.

Thanks for your effort to track down copies.

The stick-to-itiveness idea he uses with the timer makes a lot of sense along with the 5 min. break. Intense work and then relaxation.

The idea of conversing with lots of people along with the techniques are amazing. One other thing along that line is his advice concerning magazines such as Weekly World News. I have always been too embarrassed to be seen going through the check out at the local grocery store with a copy. His idea makes sense. I'll heed.

The interesting statistics (85% of his ads work) and how to synergize ideas from the marketplace and product along with the fact that copywriters have to lose big in order to win big was a revelation to me.  Categorizing as he stated has surely been a help to me in the past.

One of my recent reading projects has been to read books on creativity. Making connections between seemingly unconnected ideas and facts is key and I am at this point learning more ways to do this. Synergy is the name of the game here too.

Assuming the best in people is a very good point. My wife has to remind me of this quite often. In copywriting, the writer's attitude shines through no matter what he say and no one will trust a person who doesn't trust them.

Eugene's idea of literary vs. gut feeling is well taken. People buy with emotions but justify the sale to themselves and others after the sale is completed.

His discussion about headlines is a familiar one that bears repeating. The reason for headlines is solely to draw the reader down into the copy.

Preparing the groundwork progressively is essential as is the idea of counting the adjectives. Counting is a good hint which I will begin immediately.

His two points on biography are well put. Past and present. Great ideas!

The section on demonstrating the product in the sales letter is new to me and make a lot of sense. I'll try this one soon.

Channeling demand, the value of focus groups, and testing statistics were well put as well as his point about freshness in order to differentiate.

At the end the questions and answers were very informative as well. Overall, reading this was a good exercise for me. There were lots of great ideas, expressed in very few words. Thanks for sending it along Michael.

Thanks

George Gray
Toronto

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"Wow! This is great stuff. I like his thoughts on comparing your work with others, especially writers getting results. Where, why and how are they different? Also, command of facts (including statistics) ... he says "if the facts aren't there, they'll hurt you". A further simple but honest suggestion ... if you work harder than anyone else, you make more money than anyone else. There's no magic, just fundamentals and hard work. Gene Schwartz gives you the fundamentals - if you want to supply the hard work, this stuff can really take you somewhere."

You are welcome to use this testimonial on your site.

Lots of luck

Warwick Foster
Newcastle, Australia

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Hi Michael,

First, thanks a lot for sharing Eugene Schwartz's presentation on your website!

His idea about demonstrating your product in your sales letter was a true revelation for me and I definitely will try that idea on my next ad.

And the headline formula is a KILLER! It's so damn simple yet so powerful it blows me away!

I stayed up until 2:00 AM reading that report, it's so interesting because it's jam packed with somany tight, valuable information I can't take my eyes off it (I even took my laptop with me to the toilet when I have a really bad urge to dispose some of the "wastes" from my stomach so I can continue reading it while sitting at the toilet).

I'm not kidding.

And I also like his comment on channeling the demand instead of creating it. I re-read that phrase several times to make sure it gets "burned" into my brains.

And his advice on letting the subconscious "connect the dots" while you're resting was also an eye-opener for me.

And so much more that impressed me there and made my adrenaline pumping.

I've printed the presentation so I can use my highlighter. The information is priceless and I'd easily pay big bucks or more for it, thanks so damn much for giving it away.


Cheers,

Andri Zhou
Shanghai, China

PS- Please tell me how I can get his classic book, I was wanting to get it because Gary Halbert recommends it, but now, after I saw Eugene Schwartz's brilliance with my own eyes,
I'm DESPERATE for it. Thanks :-)

PPS- Have you got any of Schwartz's salescopies? If you have them, I'd really appreciate if you can send them to me.

PPPS- Oh yeah, you may use this letter on your website.


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Hi Mike,

Thanks for this immediately usable info. While I was reading it (pen in hand) I wrote 7 headlines. Many copywriters give you very vague ways and theories how to do an ad, It's like they are protecting their family recipe. Some won't come right out and tell you how to write an ad, how to approach it, how long to stay at it, and what they are thinking. This gave us an "insiders view", how to achieve our ultimate goal...results.

There is the old cliché, if you give a man a fish you feed he for a day, but if you teach a man how to fish you feed them for a lifetime. Well, he did both... PLUS!!

Steve
 

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Hi Michael,

Wow!  That was an awesome read.  The speech he made really broke down the fundamentals into clearly distinguishable parts and he explained it with such clarity and conviction.  Truly a man who knows his craft well. You've done it again... you've dug up another treasure from one of the masters.

Some high points that I liked:
His Method as to How to Prevent Writer's Block
How to tune in and listen to the marketplace, then writing to the
Chimpanzee brain of the public
The most powerful word in copywriting is YOU
Elements of a headline -- this is by far one of the best explanations
I've seen about how to create a fantastic headline
Demand is NOT created, rather it must already be there
Disassociation creates a better ad through separating the paragraphs with
major ideas and creating supporting statements to it
Focus groups reveal nothing about how your ad will pull, only a test
will.
Testing, Testing, Testing - if you're not sure about anything, test it.

Please let me know how I can get a hold of this valuable book.  It is
truly a find!

Regards,
Anthony
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Micheal, The speech by Eugene Schwartz is pure gold. A rich vain runs from start to finish. He starts with telling the audience "I'm here to help you as much as I can." What a delightful way to think about marketing and copywriting. This from a man who claims other writers are a hundred time better than him, but he consistantly beat them. It prints out at 23 pages and from those 23 pages I took 48 pages of notes. A must read for anyone serious about marketing or copying.

Thank you, James may ____________________________________________________________

 

Dear Michael,

I usually never write testimonials for any product. In fact I have only done
it once before. But I had to do it this time. Here’s why:

The information you’ll find in this short (but extremely valuable
presentation) is priceless.

It is very rare for top direct mail copywriters to reveal their secrets. But in this presentation Gene Schwartz, the man who sold more books by mail than anyone, and made more money than any copywriter in his time, gives you, not just some small secrets, he gives you all his secrets handed to you on a silver platter. No matter what you do in marketing or advertising this info will give you the upper hand.

If you are a copywriter this material is mandatory. Your skills and income will
skyrocket as a result of reading it. You will write faster. You will be able
to crunch nugget after nugget after nugget out of the products and services
that you are writing about. Your writing will become effortless, fast and
most importantly it will become irresistible.

Good luck!


Chris Krillsen

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Michael,

Thank you for the Eugene Schwartz speech.

I’ve already implemented some of the ideas that I got in the speech. The first thing that I did was purchase a timer. I publish a 40+ page monthly magazine for the music industry. Many of the writing tasks are time-intensive and the timer is helping to keep me focused.

I enjoyed his comments about “low culture makes big money.” I’ve found there’s more copywriting “Golden Nuggets” in the newsstand tabloids for swipe files than nearly any other place.

The ads that Gene Schwartz wrote for Rodale were brilliant. I still have the ad he wrote for Secrets of Executive Success. (I’ll be happy to copy it and send it to you if you don’t have it.) His speech to Phillips Publishing makes me hunger for his book even more.

I’ve followed Jay Abraham, Dan Kennedy, Gary Halbert, Ted Nicholas and many others for years and have quite a library of their material. In the back of Jay Abraham’s Marketing Genius book is a list of recommended books. The only book that I have been unable to track down is Breakthrough Advertising and I’ve been looking for it for years.

I enjoyed your site and will be ordering some items from you to fill in gaps in my library. I look forward to hearing from you.

Regards,

Kelly Harrison
Richmond, VA

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Hi Michael,

 

     How can "some guy" a long time ago say more in 33.33 minutes, than I can say in over 40 years?  Who said you can't teach an old dog new tricks?  I love the buzz of "fresh new" information.  Even if it is 10+ years new.  It never ceases to amaze me how the copywriters of yesterday have set the standard and still are the standard.  I am now interested in Congress, want to see a movie, and read the National Enquirer every week.

 

  My favorite thing is people that share and I want to thank you for sharing. 

 

Thanks,

Eldon Hawkins

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Hi from Italy, Michael,

I've devoured the Schwartz's speech, you've have done a great job making this available to students of copywriting! It is filled with great lessons and great techniques by a man who, without doubt, if was still alive today many of the so called contemporary "copywriter gurus" would need to get another job!

Many of them have ripped off all their information from old masters like Schwartz, Sackheim, Hopkins, and more. The big secret out. They don't want other to know that this is what they are teaching.

I've have Schwartz's 2nd very hard to find book "Mail order" and it's pure gold! I can't imagine all the great wisdom it's in his Breakthrough book.

I'm looking to receive your "Top Secrets" info ASAP!

All the best Michael,

Marco Abitrante (Italy)     ____________________________________________________________

Hello Michael,

Your latest email got me to click over to your site, haven't been there in a while.

See, you have to slap us up side the head and shake us out of our trance in order to do something. Which is a pretty basic marketing strategy that seems too simple to work.

Of course you need a little sweet stuff to bait the hook.

I cruised through some of the audio because I already know your story.

But I did stumble on the Eugene Schwartz presentation which I had tucked away in my research vault for several years. My first read caused me to consider tossing everything away written about copywriting by anyone else. I'd never toss my swipe file, just the ramblings of others about how to write copy.

When I think about copy a few things pop up immediately

Leo Burnett who said the job was to find the "Inherent Drama" in every product and then focus on that. He said every product had this quality.

Gary Halbert who taught us the mind set and essentials.

John Caples who revealed there's no magic. It's just a matter of testing.

Robert Collier who showed how to use a friendly, unfettered simple voice set up with a curious opening or story and then segue into a powerful offer.

John Carlton who taught us shocking  27 word headlines and 17 word subhead lines that set up a powerful hook that was just on the edge of believability and how to really construct bullets.

And finally Eugene Schwartz who broke it down into doing the work - research and digging for the gold nuggets of facts that made the ad transparent and left you thinking "wow what a great product" not what a great ad. Next copy is  simple language and the biggest gift of all was "Channeling". In my mind I didn't get Eugene Schwartz until I understood what he meant by channeling human desires (my words). One day I just got it. I must have read it a dozen times and I'm thinking to myself I don't get it. Then one day I got it.

You can't create desire, it's impossible because it already exists in the primordial nature of humans. Our devious little job (as marketers) is to prick that particular seed of emotion/desire and connect it to our product. Sort of like taking a set of jumper cables and connecting the emotion (greed, vanity, ect.) and then - here's the difficult part - getting that current to flow to the product. Anyway that's how I see it. The reader then finds it impossible not to take action, he/she can't help themselves, they are out of control because that primordial emotion (pick one) is in control.

I also want to remind you of an article I sent you some time ago that has a short feature and photo of Eugene Schwartz. You may want to plug that in with your transcript. (See my attachment)

And finally, you'll like this. A long time ago I discovered the Detroit Public Library had a copy of "Breakthrough Advertising". I was so excited I didn't even ask if it was on the shelves. I hopped into my car and sped downtown. When I got there I discovered it had been stolen years ago. They never went to the trouble of removing it from their index.

Continued good fortune, Alger Cavalloro

I stumble across "Breakthrough Advertising" on Book Finder every so often. The price is really getting up there. I also understand "Boardroom" has or will offer a reprint.

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Dear Michael

Very interesting

Here is the most profound thing I got out if it

Its the only thing I really found that is  soooooooooooo much
different then everyone else its about FAILURE -

"It’s very discouraging to work something that pulls within four or five
percent of another offer. Then something’s wrong. You’re not taking enough
of a chance. If you are running tests which are giving you small
improvements, and if you are not running enough tests that are really
flopping, then you are not doing your job.

Copywriters are crazy. And you want them crazy. They go for the big kill.
And I would rather flop badly and succeed greatly than I would coming in
with that little five percent boost. A very good copywriter is going to
fail. If the guy doesn’t fail, he’s no good. He’s got to fail. It hurts. But
it’s the only way to get the home runs the next time"


-That  was truly encouraging

-Chris Cady, Reno NV 

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Hi Michael,

Thank you for putting up this great article.

Packed full of information, and really worth the time to read. I picked out several ideas for headlines and found lots of useful information.

Best was the Zen of copywriting. Talk about focusing.

The last two weeks I have encountered so many references to Eugene Schwartz. I have gotten the message!

Get Eugene Schwartz books and read them! Please send any link you have with information.

Kind regards
Asbjorn
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Michael;

 

            For me, the most significant principle that he pursued was the need to subdue one's narcissism and drop the notion of "creating a want". The reality is that the "Want" is already out there waiting to be recognized, and central to all marketing and copywriting efforts. Our job as marketers and copywriters is to listen very carefully to identify what potential customers want, whether it is voiced directly or camouflaged by false altruistic assertions of "need". We then respond with offers that not only satisfy that emotional want but recognize the importance of couching it in terms that will also satisfy the buyer's requirement to later impose an acceptable justification for what may have been an extravagance, such as a new SUV. 

        Another important point he makes is peoples' ambivalence about needed treatments that may involve pain or discomfort. While genuinely wanting to be cured, the cure may seem more threatening than continued endurance of their existing discomfort. This reveals the double bind or want. The answer may be found in non-traditional remedies which offer relief without pain which are becoming more commonplace like acupuncture and naturopathic.

        His messages were refreshingly provocative. Our task is essentially a labor of love rather than bullying the prospect into accepting what we think he/she wants.

 

William Needham    Miramichi  NB