Breakthrough advertising (Book, 2004) []
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Breakthrough advertising

Author: Eugene Schwartz
Publisher: Stamford, CT : Boardroom Books, ©2004.
Edition/Format:   Print book : EnglishView all editions and formats

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Document Type: Book
All Authors / Contributors: Eugene Schwartz
ISBN: 0887232981 9780887232985
OCLC Number: 56195528
Notes: "Bottom line books."
Description: xxiii, 236 pages : illustrations ; 24 cm
Contents: Part 1: The basic strategy of persuasion. Mass desire: the force that makes advertising work --
and how to focus it onto your product --
Your prospect's state of awareness --
how to capitalize on it when you write your headline --
The sophistication of your market: how many products have been there before you? --
38 ways to strengthen your headline once you have your basic idea --
Summary: the art of creative planning --
how to make an idea grow --
Part 2: The seven basic techniques of breakthrough advertising. Inside your prospect's mind --
what makes people read, want, believe --
The first technique of breakthrough copy: intensification --
The second technique of breakthrough copy: identification --
The third technique of breakthrough copy: gradualization --
The fourth technique of breakthrough copy: redefinition --
The fifth technique of breakthrough copy: mechanization --
The sixth technique of breakthrough copy: concentration --
The seventh technique of breakthrough copy: camouflage --
The final touches --
Epilogue --
a copy writer's library --
Responsibility: Eugene Schwartz ; foreword by Martin Edelston.


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