Breakthrough Advertising Author: Eugene M. Schwartz (1927–1995) Original Publication: 1966 (reprinted multiple times, most notably by Boardroom Inc. in the 2000s) Significance: Widely considered the single most advanced text on mass psychology, copywriting, and creating “breakthrough” desire in saturated markets. Unlike modern direct-response books, Schwartz focuses on the state of the consumer’s awareness (from “most aware” to “unaware”) and how advertising must match that state.
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(the top of the escalator), then walk down to prove it with features. Breakthrough Advertising Author: Eugene M