I am back to thinking about copywriting at the moment and while I have read many of the classics (e.g. John Caples Tested Advertising Methods, Claude Hopkins Scientific Advertising), one book I haven't read is Breakthrough Advertising by Eugene Schwartz.
Breakthrough Advertising was out of print for many years and then Boardroom Reports (who Eugene Schwartz used to write for released it after second hand copies were selling on Amazon and Ebay for hundreds of dollars).
Trouble is it still costs $95 to buy plus postage to the UK so I passed on the offer this time although I'll probably come back when I've read my copy of The Robert Collier Letter Book, another classic that just about every top copywriter says that you must read.
I did find these two very helpful blogs, the first gives an extensive summary of Breakthrough Advertising and the second condenses the key concepts.
Breakthrough Advertising Summary
Breakthrough Advertising by Eugene Schwartz is one of the books recommended by the great Gary Halbert in his list of best copywriting books
http://businesscoaching.typepad.com/business_books/2009/11/best-copywriting-books-from-gary-halbert.html
Posted by: Paul | 17 November 2009 at 07:03 AM