RARE & WAY OOP 1984 EDITION CLASSIC BREAKTHROUGH ADVERTISING EUGENE SCHWARTZ

Description: About Breakthrough AdvertisingFrom the desk of Eugene Schwartz, 1984 Breakthrough Advertising was first published in 1966—what seems to be three lifetimes ago. It was put out by Prentice-Hall, a marvelous house; it sold only a few thousand copies. But since it was published I have had people coming to me regularly to tell me that they directly credit reading this book with their making millions of dollars. This is amazing enough, but even more remarkable is the fact that—when I look back on it—not a single one of these people was a copywriter. Here is a book that is called Breakthrough Advertising...and yet was used by men and women who were not in the business of advertising at all, to make more money than most of us ever dream of accumulating. How did this happen? Why was a publisher, a financier, a manufacturer of novelties, able to make so very much money with a book that is about putting sentences together? (The financier told me that, within one year after obtaining the book, he had raised his net worth from $100,000 to $10 million). Are the sentences contained in these pages actually that powerful? Can they change the fortunes of men so radically? Are they far more universally adaptable than I had first thought...so they are no longer about advertising products, but literally about opening whole new markets for them? Therefore, eighteen years later, when Boardroom Books asked me to republish this text, I had to study it again, with the fresh eyes of a person who had not read it in all that time, to see what was the real content of my book, and its real effect on its readers. My Red-Faced Shame - I Discovered The SECRET To Breakthrough Advertising 18 Years After I Wrote ItI did. I discovered the secret. And I am using this introduction now to admit my red-faced shame. What I had thought I had written those many years ago was a book on advertising; what I actually put down on these pages was an entirely different book, on a far broader theme. There is a way to develop an entirely new market for a new or an old product. That way involves a certain number of clearly-defined steps. And in this book I show you every single one of those steps. As you may know, all of us—no matter what official designation we give the industry we do business in—are actually, on a deeper level, in exactly the same profession. We are all simply creating or exploiting markets for our products. When the market is born, our business is simultaneously given birth. When it grows, so does our share of it. When it is mature, our sales charts develop their first aches and pains. And at that point, if we can develop a fresh new market for that old product, it is exactly as if we achieved the Faustian dream, and enabled that product to drink from the proverbial “Fountain of Youth.” We are all primarily conceptual midwives, helping give birth to new markets for our products. All the other functions we, or our business, perform—the manufacturing, distribution, service, financing, and all the rest—are simply adjuncts to this vital central process. We are, in a single phrase, “Market-Makers.” We sense each new market in its turn. We test and evaluate its size and scope. We gauge its true potential financial strength, and then we focus all the people, all the money and all the desire that makes it up on one ultimate object: our own product. Most of the time, the market exists before our product, and we simply tap its present strength. But, in this era of constant change, we ourselves may help give it its first viable financial form. We may sense that people want computers in their homes as well as their offices...or want to walk around all day with music plugged into their ears...or would like to spend three air-conditioned hours in a faraway galaxy, battling with light-swords against evil and tyranny. Making a market, then, is not, as I thought when I originally wrote this book, simply a matter of making an ad. It is also the making of a product. And it is the making of a conduit through which that product can be obtained by the people whom you have made desire it more than an equivalent sum of their money. Find Your Dream Market AndCreate A Feeding FrenzyThis book outwardly talks about the sentences that make up the primary appeal of that product to that market. But its true and deeper message is found when it is interpreted as a market-diviner, and a market-intensifier. In other words, its message will show you how to find your “dream” market, and how to drive it into a national “feeding frenzy.” And I have also made an equally important discovery upon reviewing this book since it was first published. The examples in its pages have grown slightly older, but the principles that these examples manifest are timeless. For example, if I were writing this book today, its examples would show more appreciation of feminism, environmental awareness, health and fitness striving—even the blessed sexual revolution. They would be more open and more frank than they could have been then. All this is for the good—but this book is not about reviewing today’s ads, but creating from scratch tomorrow’s winners! This book is about avoiding the need for copying or imitating any other product or advertisement. So today’s examples are as “outdated” as those of two decades ago. This book is about what-happens-next, and the fundamental rules of making a fortune out of slightly redirecting that tomorrow. You see, people don’t change; only the direction of their desires do. They cannot be made to want anything, nor is it necessary to create want. All that is necessary is to be able to channel those wants into the proper products that offer legitimate satisfaction for them. It takes ten million...fifteen million...twenty-five million...fifty million...one hundred and fifty million people...to create a vast market for your goods. But it takes only one slip of paper—or its recitation by a series of salesmen—to direct all those millions of people to your stores, or your catalogs, or your wholesalers. Not one single thing has changed in that regard since I wrote this book. Nor will it even alter in the slightest. So this book is not about building better mousetraps. It is, however, about building larger mice, and then building terrifying fear of them in your customers. In other words, it is about helping to shape the largest and strongest market possible, and then intensifying that market’s reaction to its basic need or problem, and to the “exclusive” solution you have to offer it. Ask Rodale Press—for whom I sold over twenty million dollars of a single book, The Practical Encyclopedia of Natural Healing. Ask the publisher of this book, Boardroom Reports, Inc.—who started out with $3,500 in total working capital, and who will probably do more than 25 million dollars in gross volume next year, with I am proud to say at least a little bit of assistance from me. Even the seventeen businesses I’ve started or helped start…(Twenty-five percent of just one of them was sold for close to a million dollars in one day.) These principles work. They discover markets. They build markets. They intensify markets. They revitalize markets. They perform, in sum, the invaluable function of giving you customers for the products you want or have to sell. And that’s what we all need, isn’t it? Customers. This, therefore, is a book full of customers—for your products. It Is Really Nothing Else.Just Customers, By The Millions.Eighteen years have passed. Three lifetimes. They’ve been good years, and good lives. I hadn’t read the book since then, but some hidden part of me had remembered it, and I think it’s worth your reading now. If you agree with me, why not write and tell me so. I have several millionaires, and multimillionaires, to my credit now. I’d like to make the next one YOU. Please help me. Gene Schwartz1984

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Location: Murphy, North Carolina

End Time: 2024-10-28T13:14:58.000Z

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