2) It is unique. The ideas, concepts and insights Eugene Schwartz explains in it can be found in many books that came out AFTER him and were obviously copied.
3) Only experts can do something with it.
If you don't have this book yet, today is your lucky day:
I bought it, read it, and today I'm sharing with you some of the lessons I learned from it.
If you want to buy the book yourself, you can do so here .
I included it in my list of best marketing books .
And now let's begin.
Following are the key lessons from Eugene Schwartz’s book Breakthrough Advertising.
Table of contents
Lesson 1: The Biggest denmark phone number list Mistake in Marketing
In 1954, the automobile industry in America was dominated by big cars.
Lots of horsepower, dual exhaust and luxurious interior.
FORD wanted to try something different, invested millions of dollars in advertising and sold "security and peace of mind" to Americans.
The result?
A flop.
People wanted a status symbol - not a fuel saver.
Ford learned from this mistake and the next year produced cars that had so much horsepower they almost exploded.
Did you recognize the mistake that FORD made?