Eugene Schwartz Copywriting Swipe File

Just when you thought you’ve seen every Gene Schwartz print ad there is, another one creeps up from his seemingly endless oeuvre!

This one promotes the Marshall McLuhan Dew-Line Newsletter which looks like it had a modest run between 1968 and 1970.

Gene was probably a partner on this one and you’ll notice one of his easy to identify corporate name selections, Human Development Corporation, as well as the ubiquitous Schwartzian word, “instant,” in the copy: “INSTANT SEX.”

(Darn, I was too late to register the domain!) [Read more…] about Marshall McLuhan Says That TV Killed Bob Kennedy (Gene Schwartz Newsletter Ad)

Gradualization is one of the techniques of Breakthrough Copy, Gene Schwartz delves into in Breakthrough Advertising.

What’s gradualization?

Let’s take it straight from Gene Schwartz in his legendary book.

“Gradualization is the art of starting your ad with a statement that will be immediately and entirely accepted, and then building a subsequent chain of acceptances upon this first statement. The purpose of this chain of acceptances is to lead your reader to a goal conclusion, which he will then accept, but which he would not as readily or as thoroughly have accepted without the preliminary statements.”

It’s infeasible to recap such an important advertising concept in this short space, but that’s the gist of gradualization.

Analogously, here’s something to keep in mind.

Oftentimes, leading with your biggest, most powerful claim in your headline is not the way to go. As Schwartz mentions, it’s a paradox many ad writers refuse to accept.

But, just think of boxing.

An accomplished boxer may possess a powerful uppercut, but he’d be a fool to throw it at the start of a match.

Why?

Because it’s a lot more efficient to throw a few stiff jabs, get his opponent’s attention, and then get in the proper range to throw the uppercut.

[Read more…] about Gradualizing Your Advertising Claims Into Cash

One of the best pieces of advice about the role of integrity in copywriting and marketing comes from Eugene Schwartz. There are bountiful examples he practiced as he preached.

Gene said:

“[The copywriter] must never write an ad just to please the client…or to make money…or meet a deadline…and never, never write an ad for a bad product.”

Turning a deaf ear to critics should be added to this list.

[Read more…] about Do You Have the Courage to Break Conventional Thinking?

Just a head’s up that I’ll be razing this site (yes, tearing it down) and rebuilding anew.

All of the current content will remain but my intention is to make the site many times more useful by creating lots of niched (and more accurate) categories, as well as improving navigation… and stuff like that.

And just when my fetish for Eugene Schwartz ads has tapered off, I find yet another one that I’ve never encountered before.

This one is for “Norvell’s 5 Minute Demystified Transcendental Meditation.”

Typical sort of ad that Gene probably cranked out before breakfast. It had a handful of insertions in 1975.

TM hardly had the same size fishing net as weight loss, beauty, make money and the like. But maybe, this ad came along too early?

Because I have taken the mystery out of Transcendental Meditation..

I’LL TEACH YOU TO MASTER TRANSCENDENTAL MEDITATION IN A SINGLE EVENING…

In Your Own Horne!Why Pay Hundreds Of Dollars To Be Given
A Gift THAT ALREADY EXISTS, NATURALLY, RIGHT
NOW, INSIDE YOUR VERY BODY!

Let me make this point perfectly clear: There is nothing really new about Transcendental Meditation, and the amazing physical effects that it brings!

Transcendental Meditation actually goes back several thousand years, to the Ancient Seers of Tibet, China and India, who actually demonstrated that they could control their body so completely utilizing it, that they could perform seemingly “impossible” feats when they let it protect them — such as literally walking over hot coals without being burned, or being buried alive for hours, and even days. without the slightest harm!

These great mystics believed that the awesome Power of Transcendental Meditation was buried deep in their body — and in the body of every living human being — awaiting only The proper “Key” to unleash it!