1 Breakthrough Advertising about building larger mice – and then building a terrifying fear of them in your customers. -Eugene Schwartz
Advertising is about learning how to control your customers. It is about knowing what works and what will drive them. You need to be able to create scenarios that will drive them to do a certain thing and then use it in your favor.
2 There is your audience, There is the language, There are the words that they use. -Eugene Schwartz
In advertisements, you need to make your audience feel invested. You need to use the words and language that they use. Only then can you persuade them into buying your products.
3 This is the copywriter’s task: not to create mass desire, but to channel and direct it. -Eugene Schwartz
Mass desire is always present in the public. Be smart and learn your audience. A copywriter only needs to know how to control and channel it
4 No sentence can be effective if it contains facts alone, It must also contain emotion, image, logic, and promise. -Eugene Schwartz
Facts are boring. The audience needs to feel invested. It must invoke emotions in the audience. There must be interesting imagery, emotions, and logic also present.
5 The arts not only imbue our sense of sight, balance, movement, touch, and hearing, they also lift our logical minds. -Eugene Schwartz
Art is meant to not just invoke emotions but also cater to our logical minds. They lift our logical minds and make them reach heights never before thought possible. Art is not just about what it makes us feel but also about what it makes us think.
6 The greatest mistake marketers make is trying to create demand. -Eugene Schwartz
You cannot control demand. It is foolish of marketers to try to create demand. Demand already exists. One just needs to learn to tap into it and channel it towards one particular product.
7 The power, the force, the overwhelming urge to own that makes advertising work, comes from the market itself, and not from the copy. -Eugene Schwartz
Everything, from demand to desire already exists in a market. The work of advertisements is to tap into that and persuade people to buy that product. The work of a copywriter is only to craft such advertisements that make it work.
8 Nobody reads ads, People read what interests them, Sometimes it’s an ad. -Eugene Schwartz
People do not proactively go search for ads. That is never their intention. People tend to read things that interest them. So an advertisement always has to be appealing and interesting.
9 Copy is assembled, You do not write a copy, you assemble it. -Eugene Schwartz
The most important part of a copywriter’s work is to know how to research and gather facts. A majority of the things that a copywriter needs to do is to research and assemble the facts that he finds.
10 Copy cannot create desire for a product. -Eugene Schwartz
A copywriter needs to understand that he cannot create a desire for a product. All he can do is take the hopes, dreams, fears, and wishes that already exist in the hearts of millions of people and focus them on the product itself.
10 Best Quotes from Eugene Schwartz’s Breakthrough Advertising For Copywriters Post author
1. Breakthrough Advertising about building larger mice – and then building a terrifying fear of them in your customers. -Eugene Schwartz
2. There is your audience, There is the language, There are the words that they use. -Eugene Schwartz
3. This is the copywriter’s task: not to create mass desire, but to channel and direct it. -Eugene Schwartz
4. No sentence can be effective if it contains facts alone, It must also contain emotion, image, logic, and promise. -Eugene Schwartz
5. The arts not only imbue our sense of sight, balance, movement, touch, and hearing, they also lift our logical minds. -Eugene Schwartz
6. The greatest mistake marketers make is trying to create demand. -Eugene Schwartz
7. The power, the force, the overwhelming urge to own that makes advertising work, comes from the market itself, and not from the copy. -Eugene Schwartz
8. Nobody reads ads, People read what interests them, Sometimes it’s an ad. -Eugene Schwartz
9. Copy is assembled, You do not write a copy, you assemble it. -Eugene Schwartz
10. Copy cannot create desire for a product. -Eugene Schwartz